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Sports events tourism: The impact of online sports marketing in significance to sports consumer behaviour


Radzuwan, Radzliyana and Lim, Khong Chiu and Khor, Poy Hua (2012) Sports events tourism: The impact of online sports marketing in significance to sports consumer behaviour. In: 3rd International Conference on Sports and Exercise Science, 7th - 10th February 2012, Imperial Queen’s Park Hotel.

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Abstract

Sports events tourism is a major component of sports-related tourism in many countries worldwide.AS the sports events market is very competitive, the event organizers must be creative and possess entrepreneurial skills when marketing their sports events.Previous research revealed that the Internet has developed faster than any form of electronic technology or communication.The Internet has been found to be an effective way to create an image for products and services that can impact consumer behaviour while reinforcing satisfaction and loyalty.Purpose: This study focuses on the sports events tourism and the impact of online sports marketing by using the assimilation theory and the Sports Websites Acceptance Model (SWAM) in significance to sports consumer behaviour by using the Psychological Continuum Model (PCM) as the theoretical based.Methods: A self-administered questionnaire was designed and distributed to 160 respondents among active and passive sports tourists involved in the 2011 Monsoon Cup Terengganu.Convenience sampling was chosen as the research method in collecting data from targeted respondents.Results: The results reveal that both groups' active and passive sports tourists perceived or experienced a combination of advantages of online sports marketing, namely cheap and costless, customer service and access of information.Initially, the overall of 31 items of advantages were listed and item of the highest score was obtained from the chap and costless component when it is "reachable at public amenities', that means it could be reached at almost everywhere particularly at public areas and it is free.It was also identified that in terms of the challenges experienced by active and passive sports tourists in obtaining sports information from the online sports marketing is sports tourism websites did not consist of appropriate colours and audio visuals.This is significance to sports consumer behaviours in order to develop awareness and capture attention of one particular sports tourism events.In short, it leads event organizers to recognize that online sports marketing can should be the major tool of marketing process.Specifically, age and monthly family income do not influence the challenges experienced by active and passive sports events tourist.Conclusion: Analysing the impact of online sports marketing in significance to sports consumer behaviours provides the basis for further conceptual understanding of advantages and challenges of online sports marketing in the sports event tourism field.Besides, the information gathered gives sport tourism providers and policy makers the opportunity to expand their marketing strategy by fully utilizing on the Internet marketing in order to understand better the demand for sport events consumer in serving existing sport tourists, as well as attract new sport tourists.

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: Sports events tourism; access of information; Internet access and online sports marketing
Subjects: G Geography. Anthropology. Recreation > GV Recreation Leisure
Divisions: College of Law, Government and International Studies
Depositing User: Dr. Lim Khong Chiu
Date Deposited: 02 Apr 2014 00:26
Last Modified: 02 Apr 2014 00:26
URI: http://repo.uum.edu.my/id/eprint/9899

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