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Segmenting and awareness of participation's outcomes of sports spectators with PCM and SLIM approach
Oral Presentation
Paper ID : 1804-11THCONF
Authors
1Secretary/Education District 18 Tehran
2Professor of Sport Management, Faculty of Physical Education and Sports Science, Islamic Azad University Central Tehran Branch.
3student/Azad university qods bransh
4Azad University qods branch
Abstract
Introduction: segmenting of the sports participants and awareness of their participation goals has always been one of the targets of sports marketers. The aim of the present study was to Segmenting and awareness of participation's outcomes of sports spectators with PCM and SLIM approach. One of the popular models for the segmentation of sports spectators is the Funk and James Psychological Continuity Model (PCM) (2001). The psychological continuity model provides a framework for moving a person from the initial awareness of a sport or team to ultimate loyalty. also one of the tools used to awareness about the outcomes of participation in leisure activities is the serious leisure inventory and measure (SLIM), Stebbins (1982). By combining SLIM scale with a classification method such as psychological continuity model, marketers can better understand what factors are important to individuals and how these factors can be used to lead individuals to loyal participants.
Methodology: 670 male football spectator in the age range of 18 to 65 years who watched premier league randomly and voluntary were completed measuring the scale of participation football fans (Beaton et al, 2009) and measuring scale participation outcomes (Gould et al, 2008).
Results: the results of constructive equations indicate that the conceptual model based on the integration of psychological continuum model and serious leisure inventory and measure has a great fitness.
Discussion: In conclusion, the integration of psychological continuum model and serious leisure inventory and measure can use to Segmenting of the sports participants and awareness of their participation goals to guide researchers and marketers to design the targeted marketing strategy.
Methodology: 670 male football spectator in the age range of 18 to 65 years who watched premier league randomly and voluntary were completed measuring the scale of participation football fans (Beaton et al, 2009) and measuring scale participation outcomes (Gould et al, 2008).
Results: the results of constructive equations indicate that the conceptual model based on the integration of psychological continuum model and serious leisure inventory and measure has a great fitness.
Discussion: In conclusion, the integration of psychological continuum model and serious leisure inventory and measure can use to Segmenting of the sports participants and awareness of their participation goals to guide researchers and marketers to design the targeted marketing strategy.
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