Marketing a Social Experience: How Celebration of Subculture Leads to Social Spending during a Sport Event

By Xing, Xiaoyan; Chalip, Laurence et al. | Sport Marketing Quarterly, September 2014 | Go to article overview

Marketing a Social Experience: How Celebration of Subculture Leads to Social Spending during a Sport Event


Xing, Xiaoyan, Chalip, Laurence, Green, B. Christine, Sport Marketing Quarterly


Introduction

Attendees at sport events typically do more than watch sport or attend ancillary activities arranged by event organizers. Attendees also socialize, dine out, shop, join local tours, and drink. The event goer's overall experience therefore incorporates these experiences as well as event entertainments. Indeed, the attractiveness of events is elevated when attendees can incorporate an array of tourism experiences when attending an event (Chalip & McGuirty, 2004), particularly when the experiences impart a sense of festivity (Handelman, 1990). Festive experiences are important not merely because they are an added attraction to the event, but also because they engender positive emotions that can stimulate spending by attendees, which enhances the economic value of the event (Chalip & Leyns, 2002; Taks et al., 2013; Wang & Kaplanidou, 2013).

The opportunity for attendees to parade and celebrate subculture is a key to the sense of festivity, and is there- fore core to an event's appeal (Green, 2001). Green and Chalip's (1998) ethnographic account of a women's foot- ball tournament demonstrated that participants came to the event to share and affirm their identities as football players. Thus, they were motivated to travel to the event, rather than to the site, in order to socialize with other players who shared similar identities. Tournament par- ticipants who used the tournament as a social opportuni- ty focused their activities and, presumably, their spending on socializing through which they could parade and celebrate their shared identities as football players, such as drinking, shopping, dining out, and joining tours. We define spending for these activities as "social spending." This is consistent with other work showing that subcultures can organize themselves around shared forms of consumption (Algesheimer, Dholakia, & Herrmann, 2005; Yoder, 1997).

Although the literature demonstrates that events can be organized to enhance a sense of festival (Ehrenreich, 2007; Veno & Veno, 1992), the pathways by which social spending is motivated remain unidentified. Previous work has focused on social behaviors associ- ated with celebration and spending, but has not deter- mined the underlying psychological bases for spending that can support socializing at an event-that is, social spending. From the standpoint of marketing commu- nications and event design, it would be useful to understand the precursors to social spending in order to lay the necessary foundation for formulating mar- keting communications and designing event elements. So doing should enhance the event's appeal, and increase the aggregate economic impact (Green, 2001; Taks et al., 2013). The purpose of this study is to test a model of social spending at an event. The model is tested in the context of a national women's flag foot- ball tournament for which the football player identity and a sense of festival have previously been shown to be salient and intertwined (Green & Chalip, 1998).

Literature Review

Sport Subcultures and Social Motivation

Participants in a sport become socialized into sets of values and beliefs that are particular to that sport (Fine, 1987; Wheaton, 2007). They learn and internalize the language and behaviors that mark them as insiders. Their involvement in the sport's subculture can thereby affect their consumption choices (Schouten & McAlexander, 1995; Wheaton, 2000), including their preferences for sport-related travel (Green & Jones, 2005; Kim & Chalip, 2010). In order for sport events, especially those that seek participants, to become opti- mally attractive to their target markets (Green & Chalip, 1998; Veno & Veno, 1992), they need to foster social spending by attendees (Green, 2001; O'Brien, 2007). This is important because it enables the event to instantiate the sport's subculture by cultivating social- ization through which attendees can parade and cele- brate their shared involvement in the subculture (Kemp, 1999; Snelgrove & Wood, 2010). …

The rest of this article is only available to active members of Questia

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Buy instant access to cite pages or passages in MLA 8, MLA 7, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

(Einhorn 25)

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Note: primary sources have slightly different requirements for citation. Please see these guidelines for more information.

Cited article

Marketing a Social Experience: How Celebration of Subculture Leads to Social Spending during a Sport Event
Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Help
Full screen
Items saved from this article
  • Highlights & Notes
  • Citations
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

matching results for page

    Questia reader help

    How to highlight and cite specific passages

    1. Click or tap the first word you want to select.
    2. Click or tap the last word you want to select, and you’ll see everything in between get selected.
    3. You’ll then get a menu of options like creating a highlight or a citation from that passage of text.

    OK, got it!

    Cited passage

    Style
    Citations are available only to our active members.
    Buy instant access to cite pages or passages in MLA 8, MLA 7, APA and Chicago citation styles.

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

    1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

    Cited passage

    Thanks for trying Questia!

    Please continue trying out our research tools, but please note, full functionality is available only to our active members.

    Your work will be lost once you leave this Web page.

    Buy instant access to save your work.

    Already a member? Log in now.

    Search by... Author
    Show... All Results Primary Sources Peer-reviewed

    Oops!

    An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.