Abstract
The purpose of this study was to adapt the questionnaire of Preuss, Seguin and O’Reilly (2007) to Portuguese reality to analyse the phenomenon of consumption patterns of non-residents spectators at sporting events. For this, an exploratory study was conducted to check its psychometric properties when applied to Portuguese reality. For the sample, 58 non-resident spectators were randomly selected in the match between Futebol Clube Paços de Ferreira and Sporting Clube de Portugal of 19th round of Liga NOS in the city of Paços de Ferreira. Data analysis was based on descriptive statistics and Cronbach’s alpha reliability test. The results suggest acceptable values for internal consistency and reliability. As main conclusions, the adapted version can be used to analyse the profile and consumption patterns of non-residents spectators, which will help to define marketing strategies more effective and efficient for clubs and host cities, thus contributing to improving offer and more quality in the services provided for spectators of such events.
Highlights
IntroductionThereby, during these events the spectators are released from the daily stresses and experience a healthy excitement to get involved in the story that is told through the show
It seems plausible to say that this tool is essential for the clubs and for the host cities of football games at Liga NOS, as it allows identifying the profile and consumption patterns of non-residents spectators who attend events, which will help to define marketing strategies more effective and efficient for clubs and host cities
In terms of marketing strategy, the knowledge about the profile of non-resident spectator allows to match consumer demand with fair offers in terms of prices of products and services that can increase the notoriety of the clubs and cities
Summary
Thereby, during these events the spectators are released from the daily stresses and experience a healthy excitement to get involved in the story that is told through the show. For this reason, sporting events have been studied over the past decades, because they generate a lot of positive and negative impacts (SANZ et al, 2012). The major studies (CROMPTON, 1995; GRATTON et al, 2000; PREUSS, 2005; SIEGFRIED; ZIMBALIST, 2006; AGHA, 2013) show the economic importance of events through analysis of the economic impact in host cities These studies are usually conducted in mega sporting events (PREUSS, 2004), such as the soccer world championships or the Olympic Games and that are often overestimated, to legitimate positions of stakeholders (MONDELLO, 2006). There are few studies that analyse the economic impact on small-scale sporting events (GIBSON et al, 2012) because there is great difficulty to analyse the economic impact of these small sporting events (BARAJAS et al, 2015)
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