Profiling public viewing and South African viewers during the 2010 FIFA World Cup.

摘要: The study forms part of a more comprehensive investigation that focused on profiling and determining sport consumer behaviour during the 2010 FIFA World Cup in South Africa. Marketing theories inform typology consumers with differential analyses based interrelated needs, stemming from intellectual, psychological sociocultural denominators. A total 567 research participants who were recruited to complete questionnaires at fan parks public viewing sites Africans 65 holding dual citizenship. Sport “fan equity” informed by national identity, gender, age educational levels. minority (n=165, 29.1%) could be classified as tourists indicating they would travel other provinces attend matches. Most respondents preferred areas due cost factor, accessibility, festive atmosphere celebrating members an identifiable subculture. First, second third choices teams indicate nationality (women older men), highly successful (mostly men) star players, especially Premier Soccer League (SA), European clubs or Brazil younger men educated respondents) motivating factors supporting team. Support for Africa being host country was negligible (ranging 18.8% 22.2%), compared factors. Event-related experiences created excitement ‘Basking Reflective Glory’ (BIRG) effect key support identification.