Managing co-creation in professional sports: The antecedents and consequences of ritualized spectator behavior |
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| Institution: | 1. Faculty of Business & Enterprise, Swinburne University, John St, Hawthorn, Victoria 3122, Australia;2. School of Management and Marketing, Deakin University, 221 Burwood Highway, Burwood, Victoria 3125, Australia;1. Virginia Commonwealth University, P.O. Box 842003, Richmond, VA, USA;2. Grand View University, 1200 Grandview Avenue, Des Moines, IA, 50316, USA;1. Department of Tourism, Sport & Hotel Management, Griffith University, Australia;2. Department of Marketing, Griffith University, Australia;3. School of Tourism & Hospitality Management, Temple University, United States;1. Department of Health and Kinesiology, Center for Sport Management Research and Education, Women''s and Gender Studies Program;2. Business School at The University of Queensland, Brisbane, Australia;3. AUT Sports Performance Research Institute New Zealand, Auckland University of Technology, New Zealand;4. Department of Sport Management in the Faculty of Applied Health Sciences at Brock University, Canada;5. Department of Sport and Physical Activity, Bournemouth University, United Kingdom;6. School of Physical Education, Sport and Exercise Sciences, University of Otago, Dunedin, New Zealand;7. Department of Sport Economics and Sport Management, German Sport University Cologne, Germany;1. Department of Mental Health, Local Health Service, Parma, Italy;2. Department of Medicine and Surgery, Neuroscience Unit, University of Parma, Italy;3. Department of Chemistry, Life Sciences and Environmental Sustainaibility, Unit of Behavioral Biology, University of Parma, Italy |
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| Abstract: | Ritual behaviors connected to sporting events and teams are a commonplace example of ‘co-creation’. While largely positive, some of these ritual behaviors can be against team and public interests. This raises the issue of if, and how, teams should seek to manage rituals. This paper reports on two studies of sports fans undertaken to examine: (a) how widespread ritual behavior is; (b) how rituals form and why; and (c) the relationship between engagement in ritual behavior and other desirable attitudes and behaviors. The main findings are that ritualized behaviors are very common, largely fan-developed, and can form very quickly. A positive relationship was found to exist between ritual behavior and outcomes such as satisfaction, team identification, merchandize expenditure and game attendance. Longitudinal tracking of individual fans suggests that ritual behaviors drive those outcomes, rather than the inverse. |
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| Keywords: | Rituals Co-creation Sport consumption Fans Fan engagement Marketing |
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