Document Type : Research Paper
Authors
1 Assistant Professor of Sport Management, Shahid Behehsti University
2 Ph. D. Student of Sport Management, University of Tehran
Abstract
The aim of this study is to investigate the effect of sensory stimuli in sport stadium on arousal, satisfaction and revisit intention of football spectators. This is an applied and descriptive-correlational study. Population of research includes all football premier leagues of Iran spectators. Sample size determines 200 spectators of football premier leagues. Study tool include a researcher made questionnaire with 31 items. In order to determine validity, exploratory factor analysis and first order confirmatory factor analysis was used. In addition, the amount of reliability investigates with Cronbach’s alpha test. Finally, in order to identify the relationship between variable, path analyses ran in Amos software. Results showed that all sensory stimuli in the stadium causing arousal of spectators. And Sensory stimuli of smell and hearing were also cause satisfaction of spectator. In general, sensory stimuli causes arousal and satisfaction, arousal cause satisfaction, ultimately satisfaction leads to revisit intention. It is suggested that if clubs have their own stadium, pay attention to this new approach and if they haven’t stadium they can employee sensory marketing team to make these senses in match time to enhance arousal, satisfaction and revisit intention of football spectators.
Keywords
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