Abstract
Recently, criticisms have been levelled at the status of research into sport fan and sport consumer behaviour. It has been suggested that research must move beyond the description of sport fan motivations and segmentation typologies, and instead examine deeper aspects of behaviour culminating in the evaluation of alternative conceptual frameworks (Funk et al., 2003). This paper introduces an interdisciplinary approach to understanding sport consumer behaviour through the application of the Model of Human Occupation, a stalwart theory of occupational science. From this perspective the term occupation is not used as a proxy for vocation or work, but describes the groups of activities and tasks (such as work, leisure or daily living tasks) that are given order, value and meaning by individuals and culture. This viewpoint might aid in highlighting aspects of sport fandom that remain poorly understood, and is suggestive of new approaches to researching sport consumer behaviour, understanding fans and harnessing their loyalty.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
More From: International Journal of Sport Management and Marketing
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.