FUTBOL SEYİRCİLERİNİN DUYUSAL DENEYİMLERİNİN, ETKİNLİK TATMİNİ ÜZERİNDEKİ ETKİSİ

Öz

Sürekli olarak büyüyen futbol endüstrisi içerisinde stadyumlar seyirciler tarafından sporun tüketildiği yerler olarak oldukça önemli mekânlardır. Özellikle yeni teknolojilere rağmen maçı televizyon yerine stadyumda izlemeye teşvik eden heyecan, beş duyu organın deneyimine yönelik olarak hazırlanmış spor etkinliğini ifade eder. Bu bağlamda bu araştırmanın amacı 2016-2017 futbol sezonunda faaliyete giren Eskişehir Yeni Atatürk Stadyumunda maç izleyen Eskişehirspor taraftarlarının beş duyu organları ile algıladıkları stadyum deneyiminin etkinlik tatmini ve spor tüketim davranışlarını arasındaki ilişkileri tespit etmektir. Araştırma kapsamında kolayda örnekleme yöntemi ile 379 Eskişehirspor taraftarına ulaşılmıştır. Seyircilerden elde edilen veriler yapısal eşitlik modellemesinin temel metodolojik ilkeleri doğrultusunda ölçüm ve yapısal model olarak iki aşamalı yaklaşımla analiz edilmiştir. Buna yönelik olarak güncel literatür ışığında ortaya konulmuş iki hipotez kabul edilmiştir. Araştırma kapsamında yapılan analizler neticesinde, stadyumun görsel, işitsel ve tatsal deneyimin tatmini üzerinde anlamlı etkiye sahip olduğu ortaya konulurken, geri kalan boyutların kokusal, dokunsal etkinlik tatminini etkilemediği tespit edilmiştir. Bunun yanında etkinlik tatminin spor tüketim davranışları üzerinde güçlü pozitif etkisi olduğu ortaya konulmuştur. Araştırma sonuçları, spor pazarlamacılarının yararlanabilecekleri stratejik bilgiler ortaya koyarken, stadyumlarda hangi duyusal deneyimlerin seyircilerin etkinlik tatminine etki ettiğini tespit etmesi bağlamında güncel literatüre ampirik katkılar sağlamıştır

Anahtar Kelimeler

• Duyusal deneyim,etkinlik tatmini,spor tüketim davranışları

THE INFLUENCE OF SENSORY EXPERIENCES OF FOOTBALL SPECTATORS ON EVENT SATISFACTION

Öz

Nowadays stadiums which are sport consuming areas have a crucial importance in football industry. Despite technological developments and television broadcasting desire of going to stadiums is related to excitement which comes from five senses. In line with this information, the purpose of this study is to determine if experiences of fans in stadiums, which has been experienced with five senses, has an effect on event satisfaction and sports consumer behavior. According to the purpose of the study 379 Eskişehirspor fans were reached by using convenience sampling method. Data obtained from the fans were analyzed by considering methodical principles of structural equational model in line with two phase approach measure, structural . Two hypothesis which were put forward after literature searched are accepted. According to the results of the study it was found that visual, aural and gustative senses have a significant effect on event satisfaction while olfactive, tactual have no significant effect on event satisfaction. Despite these results it was found that event satisfaction has a positive and strong effect on sports consuming behavior. According to these results, sports market experts can have an idea about which senses they should focus on while organizing an event also this study also contributes to the limited conceptual framework

Anahtar Kelimeler

• Sensory experience,event satisfaction,sport consumption behaviors

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