Abstract
The main purpose of this current study was to identify fan behaviour by using an innovative methodology of ethnographic with photo-journaling approach in a newly emerging market. A total of 56 football fans (18 years or above) were recruited in a southern region of Colombia. Tag-cloud strategy was utilised to fully benefit from a qualitative methodology in the process of analysing the photos and journalistic descriptions. This study firmly proved that the tag-cloud strategy could be an innovative tool to conduct an exploratory study in a newly emerging sports market. Also, as an alternative to mainly relying on a set of interviews, this study showed that an ethnographic with photo-journaling approach could effectively offer a deeper level of understanding of fan behaviour.
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