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Abstract(s)
O tema central do presente trabalho é referente às motivações dos consumidores que estão presentes no momento da decisão de frequentar um espetáculo desportivo.
Este tema surge pela necessidade de entender o que está na base da tomada de decisão de um ser humano quando este decide frequentar um espetáculo desportivo.
Considerando a importância que os espetáculos desportivos têm no quotidiano dos consumidores, existe também a necessidade de entender a relação especial dos consumidores com as marcas desportivas (clubes). Nesse sentido, na revisão da literatura, para além de serem abordados estudos já efetuados por diversos autores sobre esta temática, são também abordados alguns temas que explicam essa relação especial entre o consumidor e a marca desportiva, tais como fan engagement, team identification e tribos.
No capítulo da metodologia, são formuladas as hipóteses e apresentado o modelo conceptual. Os dados analisados foram obtidos através de um questionário (estudo quantitativo) ao consumidor desportivo, tendo-se obtido um total de 200 respostas válidas.
Um dos principais contributos da presente dissertação, deve-se ao facto de ter sido feito um trabalho totalmente imparcial adaptado ao contexto e consumidor português.
The central theme of this work is related to the consumers' motivations to attend a sports event. This theme arises by the need to understand what is at the basis of decision making of a human being when he decides to attend a sports show. Considering the importance that sports shows have in consumers' daily lives, there is also the need to understand the special relationship of consumers with sports brands (clubs). In this sense, in the literature review, besides addressing studies already carried out by several authors on this theme, some topics that explain this special relationship between the consumer and the sports brand, such as fan engagement, team identification and tribes are also addressed. In the methodology chapter, the hypotheses are formulated, and the conceptual model is presented. The data analyzed were obtained through a questionnaire (quantitative study) to the sports consumer, having obtained a total of 200 valid answers. One of the main contributions of this dissertation is the fact that a totally impartial study was conducted, adapted to the Portuguese context and consumer.
The central theme of this work is related to the consumers' motivations to attend a sports event. This theme arises by the need to understand what is at the basis of decision making of a human being when he decides to attend a sports show. Considering the importance that sports shows have in consumers' daily lives, there is also the need to understand the special relationship of consumers with sports brands (clubs). In this sense, in the literature review, besides addressing studies already carried out by several authors on this theme, some topics that explain this special relationship between the consumer and the sports brand, such as fan engagement, team identification and tribes are also addressed. In the methodology chapter, the hypotheses are formulated, and the conceptual model is presented. The data analyzed were obtained through a questionnaire (quantitative study) to the sports consumer, having obtained a total of 200 valid answers. One of the main contributions of this dissertation is the fact that a totally impartial study was conducted, adapted to the Portuguese context and consumer.
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Keywords
Intenção de frequentar um espetáculo desportivo Motivações do consumidor Espetáculo desportivo Marketing desportivo