Nostalgia of sports tourism: with a modeling approach at the individual level of nostalgia through the attitudes and behavioral intentions of young spectators of the premier football league

Saeed Zareh; Ali Zarei; Farshad Tojari

doi:10.61838/kman.jayps.1.1.26

Authors

Saeed Zareh Department of Sports Management, Central Tehran Branch, Islamic Azad University, Tehran Author https://orcid.org/0000-0003-2708-792X
Ali Zarei Department of Sports Management, Central Tehran Branch, Islamic Azad University, Tehran Author https://orcid.org/0000-0001-7128-4627
Farshad Tojari Department of Sports Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran , Author https://orcid.org/0000-0002-9199-587X

DOI:

https://doi.org/10.61838/kman.jayps.1.1.26

Keywords:

nostalgia, attitude, behavioral intentions, audience

Abstract

Background and Aim: Recent researches list various factors to understand the behavior of sports fans, which include motivation, satisfaction and loyalty. Therefore, the aim of the research was to investigate the nostalgia of sports tourism with the approach of modeling at the individual level of nostalgia through the attitudes and behavioral intentions of the spectators of the premier football league. Research method: This research is applied in terms of purpose and descriptive-analytical in terms of method, and its statistical population was all the spectators present at the home games of the football teams of the Iranian premier league (N= 500,000). The statistical sample for the individual level model was randomly selected from among all the spectators present at the home games of the football teams of Iran's premier football league, and 518 completed questionnaires were returned. The data collection tool was the revised questionnaire of Chu (2014). The validity of the questionnaires was confirmed by 5 experts in the field of sports management. The reliability of questionnaires was obtained using Cronbach's alpha coefficient for nostalgia questionnaire α=0.93, attitude α=0.91, behavioral intentions α=0.89. For data analysis, SPSS 20 software package was used to perform descriptive statistics and Lisrel version 0.9 to perform inferential statistics (CFA, SEM). CFA results showed that all the components in the model were confirmed. Results: SEM results showed that nostalgia and its components have a significant effect on the audience's attitude and behavioral intentions in the individual level model (Sig<0.05). Nostalgia and its components have a significant relationship with the audience's attitude and behavioral intentions in the individual level model (Sig < 0.05). Attitude did not have a significant mediating role in the relationship between nostalgia and behavioral intentions of the audience at the level of the individual model. Conclusion: According to the results of the research, it can be suggested to sports marketers that by inviting old and legendary players to matches and using them in advertisements, they evoke a sense of nostalgia and strengthen people's attitudes. With this approach, it can be predicted that the attitudes and behavioral intentions of the audience will increase.

Downloads

Download data is not yet available.

References

زارع، سعید. (۱۳۹۲). تحلیل عاملی متغیرهای بروز نوستالژی در تماشاگران از دیدگاه اهالی فوتبال. اولین همایش ملی بازاریابی ورزشی، آکادمی ملی المپیک، اردیبهشت ۱۳۹۲، تهران.

فتحی، فرهاد؛ الهی، علیرضا؛ صفاری، مرجان. (۱۳۹۳). مدل ساختاری تأثیر نوستالژی بر تمایل به خرید هواداران فوتبال. دوفصلنامه مدیریت و توسعه ورزش، ۲(۱)، ۱–۱۶.

محمودیان، عابد؛ صادقی بروجردی، سعید؛ دریانورد، حشمت‌الله؛ دلشب، وحید. (۱۳۹۳). اثر ابعاد جو استادیوم ورزشی بر نیت‌های رفتاری تماشاگران فوتبال با میانجیگری رضایت. پژوهش‌های معاصر در مدیریت ورزشی، ۴(۱۲)، ۹۰–۶۳.

محمودی، احمد؛ کروبی، مهدی؛ حسینی، مجید. (۱۳۹۰). بررسی نقش نوستالژی (خاطرات گذشته) بر مقاصد رفتاری گردشگران ورزشی پیست‌های اسکی. پژوهش‌های کاربردی در مدیریت ورزشی، ۱(۱)، ۲۶–۶۹.

نوری، محمد سیوان؛ محرم‌زاده، مهرداد؛ سلیمانی، مجید. (۱۳۹۲). تأثیر کیفیت خدمات بر نیات رفتاری تماشاگران لیگ برتر فوتبال ایران از طریق اعتماد. پژوهش‌های معاصر در مدیریت ورزشی، ۴(۱۰)، ۲۹–۳۹.

Baker, S. M., & Kennedy, P. F. (1994). Death by nostalgia: A diagnosis of context-specific cases. Advances in Consumer Research, 21(1), 169–174.

Chase, M., & Shaw, C. (1989). The dimensions of nostalgia. In C. Shaw & M. Chase (Eds.), The Imagined Past: History and Nostalgia (pp. 1–17). Manchester: Manchester University Press.

Cho, H. (2014). Development and application of a nostalgia scale for sport tourism: A multilevel approach. All Doctoral Dissertations, Paper 1286.

Cho, H., Lee, H. W., & Pyun, D. Y. (2018). The influence of stadium environment on attendance intentions in spectator sport: The moderating role of team loyalty. International Journal of Sports Marketing and Sponsorship. doi:10.1108/IJSMS-04-2017-0025.

Cho, H., Lee, H., Moore, D., & Norman, W. C. (2017). A multilevel approach to scale development in sport tourist nostalgia. Journal of Travel Research, 1–13.

Cho, H., Joo, D., & Chi, C. G. (2019). Examining nostalgia in sport tourism: The case of US college football fans. Tourism Management Perspectives, 29, 97–104.

Cho, H., Ramshaw, G., & Norman, W. C. (2015). A conceptual model for nostalgia in the context of sport tourism: Re-classifying the sporting past. Journal of Sport & Tourism. doi:10.1080/14775085.2015.1033444.

Crutchfield, R. S., Krech, D., & Ballachey, E. L. (2002). Individual in Society. New York: McGraw-Hill.

Davis, F. (1979). Yearning for Yesterday: A Sociology of Nostalgia. New York: The Free Press.

Desarbo, W. S., & Madrigal, R. (2011). Examining the behavioral manifestations of fan avidity in sports marketing. Journal of Modelling in Management, 6(1), 79–99.

Dixon, A. W. (2009). Estimating the private consumption benefits derived from the college football game experience. Unpublished doctoral dissertation, Clemson University, Clemson, SC.

Eagly, A. H., Chen, S., Chaiken, S., & Shaw-Barnes, L. (1999). The impact of attitudes on memory: An affair to remember. Psychological Bulletin, 125(1), 64–89.

Fairley, S. (2003). In search of relived social experience: Group-based nostalgia sport tourism. Journal of Sport Management, 17(3), 284–304.

Fairley, S., & Gammon, S. (2005). Something lived, something learned: Nostalgia's expanding role in sport tourism. Sport in Society, 8(2), 182–197.

Fairley, S., Kellett, P., & Green, B. C. (2007). Volunteering abroad: Motives for travel to volunteer at the Athens Olympic Games. Journal of Sport Management, 21, 41–57.

Gibson, H. J. (1998). Sport tourism: A critical analysis of research. Sport Management Review, 1(1), 45–76.

Gibson, H., Willming, C., & Holdnak, A. (2002). “We're gators … not just gator fans”: Serious leisure and University of Florida football. Journal of Leisure Research, 34(4), 397–425.

Goulding, C. (2002). An exploratory study of age-related vicarious nostalgia and aesthetic consumption. Advances in Consumer Research, 29(1), 542–546.

Havlena, W. J., & Holak, S. L. (1999). Exploring nostalgia imagery through the use of consumer collages. In P. K. P. Corfman & J. G. Lynch Jr. (Eds.), Advances in Consumer Research (pp. 35–42). Provo, UT: Association for Consumer Research.

Holak, S. L., & Havlena, W. J. (1998). Feelings, fantasies, and memories: An examination of the emotional components of nostalgia. Journal of Business Research, 42(3), 217–226.

Krishna, A. (2012). An integrative review of sensory marketing: Engaging the senses to affect perception, judgment and behavior. Journal of Consumer Psychology, 22, 332–351.

Muehling, D. D., & Sprott, D. E. (2004). The power of reflection: An empirical examination of nostalgia advertising effects. Journal of Advertising, 33(3), 25–35.

Ramshaw, G., & Gammon, S. (2005). More than just nostalgia? Exploring the heritage/sport tourism nexus. Journal of Sport & Tourism, 10(4), 229–241.

Ramshaw, G., & Hinch, T. (2006). Place identity and sport tourism: The case of the heritage classic ice hockey event. Current Issues in Tourism, 9(4–5), 399–418.

Schoof, M. R. (1999). Consumer Behavior. New Jersey: Prentice-Hall.

Sedikides, C., Wildschut, T., & Baden, D. (2004). Nostalgia: Conceptual issues and existential functions. In J. Greenberg, S. L. Koole, & T. Pyszczynski (Eds.), Handbook of Experimental Existential Psychology (pp. 200–214). New York.