Generational Cohort Analysis of Sports Spectators:
In the U.S., there has been growth of research methods utilizing the “Generational Cohort Theory,” which proposes that people who are brought up in the same era should share the same values. However, there are only a few case studies using this segmentation method in Japan. Therefore, the aim of this study is to identify the characteristics of each generation of fans at the 2019 Rugby World Cup in Japan and to determine the influence of the four generational categories of the “Generational Cohort Theory” (Generation Z, Generation Y (Millennials), Generation X, and Baby Boomers) on their motivations and satisfaction with the games, using regression analysis. This analysis reveals the sports spectating characteristics of each of these four groups, and provides information on female fans, who have been a difficult target to tackle in the rugby fan marketing field, and niwaka (bandwagon) fans, who demonstrate an enthusiastic but short-term interest in the sport that only lasted during the World Cup 2019 period. The results of this study define the characteristics of each generation of fans and allow consideration of marketing strategies for sports spectating..
| Medienart: |
E-Artikel |
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| Erscheinungsjahr: |
2022 |
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| Erschienen: |
2022 |
| Enthalten in: |
Zur Gesamtaufnahme - volume:42 |
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| Enthalten in: |
Maketingu Janaru - 42(2022), 2, Seite 41-53 |
| Sprache: |
Japanisch |
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| Beteiligte Personen: |
Tatsuru Nishio [VerfasserIn] |
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| Links: |
doi.org [kostenfrei] |
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| Themen: |
Female fan |
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| doi: |
10.7222/marketing.2022.046 |
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| funding: |
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| Förderinstitution / Projekttitel: |
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| PPN (Katalog-ID): |
DOAJ025988751 |
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| 520 | |a In the U.S., there has been growth of research methods utilizing the “Generational Cohort Theory,” which proposes that people who are brought up in the same era should share the same values. However, there are only a few case studies using this segmentation method in Japan. Therefore, the aim of this study is to identify the characteristics of each generation of fans at the 2019 Rugby World Cup in Japan and to determine the influence of the four generational categories of the “Generational Cohort Theory” (Generation Z, Generation Y (Millennials), Generation X, and Baby Boomers) on their motivations and satisfaction with the games, using regression analysis. This analysis reveals the sports spectating characteristics of each of these four groups, and provides information on female fans, who have been a difficult target to tackle in the rugby fan marketing field, and niwaka (bandwagon) fans, who demonstrate an enthusiastic but short-term interest in the sport that only lasted during the World Cup 2019 period. The results of this study define the characteristics of each generation of fans and allow consideration of marketing strategies for sports spectating. | ||
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