Abstract
In this paper, we aim to explain a phenomenon of “Sports Spectators’ Customers’ Experiences’ (SSCX) locations”, overview today locations of sports consumption experiences for sports fans, find the changes in these locations, and define the main drivers of shift. It provides a concept for studying the effects of new technologies on sports spectator experiences, with the intention of future research at the intersection of topics Customer Experience (CX), Sports Spectacle (SS), and Technology. The main novelties of this study imply a rapid technology uptake and appear of absolutely new ways of sports spectating and locations. The culture of sports consumption and fans’ habits are the subject of changes, accordingly, it impacts SSCX. This study draws on pieces of literature spanning from technology, Sport Spectacle, Stadia, CX, Optimization strategy and combines them with data collection and analysis in the spirit of grounded theory. Data was collected in semi-structured interviews (N=10) with professional sports managers or technologies specialists. The outcome is a new conceptual framework on Locations and Relocations of SSCX. This question is important in the framework of the study of technological impact on SSCX. It helps Sports Managers and Marketing Professionals to better understand the research target audience, outline technological trends, find links and interrelation and define their impact.
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