A New Approach to Stadium Experience: The Dynamics of the Sensoryscape, Social Interaction, and Sense of Home

in Journal of Sport Management
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The purpose of this study was to develop a reliable, valid instrument of the sensory experiences of sport attendees. The initial scale development study (N = 263) identified 22-items to represent five dimensions of the sensoryscape. The Sensoryscape scale was confirmed as a reliable scale using CFA. SEM was used in a study of scale validity. The sensoryscape, social interaction, and sense of home each had a positive, direct impact on fans’ satisfaction for both major (N = 259) and minor (N = 218) league venues. Satisfaction with the stadium experience, in turn, had a positive, direct impact on intention to revisit. Similar models were confirmed for both contexts; however the magnitude of effects varied. Implications for sport marketing practice and future research are discussed.

S. Lee, H.J. Lee, Seo, and Green are with the Dept. of Kinesiology and Health Education, University of Texas at Austin, Austin, TX.

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