Experience-based typology of spectators at an international cricket sixes tournament

摘要: This innovative research on managing and marketing team sport events was completed for the first time at an international Cricket Sixes tournament held in South Africa (SA). A visitor survey conducted SuperSport Park Centurion during Global Softech Tournament 2014. Finally, spectators, who were selected by applying a stratified random sampling method, returned 278 of self-administered questionnaires. The analysis performed three stages, two factor analyses, cluster significant differences between experience-based clusters cricket-sixes spectators. Different cricket spectator segments identified based factors that are regarded spectators as important memorable experience. distinct clusters, namely Occasional, Selective Comprehensive experience seekers (OSC-typology). These differ terms their motives, socio-demographic behavioural characteristics. Based findings, OSC-typology is proposed. also confirms motives from to even one category next same type sport. applies aspects pertaining Key words: Market segmentation; spectators; tournament; Memorable experience; Motives; Africa.