The Personal Value Structures of Rally Spectators and Rally Team Members

Conference paper
First Online:
Part of the Developments in Marketing Science: Proceedings of the Academy of Marketing Science book series (DMSPAMS)

Abstract

The participants (athletes, spectators, organizers, etc.) of a sport event co-create the overall experience for each other and for themselves. Personal characteristics and motivational factors to attend the event often differ amongst participants, and the event marketing strategy should address the difference is those who co-create the event experience. The knowledge of different motivators as well as personal values of event participants should give new insight to sport event marketers and managers. According to the Human Values Theory, values are the most important guiding principles for people when making decisions. Sport events attract firstly the competing athletes and secondly the spectating audience. This paper studies the personal value structures of the spectators and competing team members in World Rally Championship (WRC) Neste Rally Finland event. The overall summary of findings reveals in part the factors behind the popularity of WRC Neste Rally Finland. For some, the rally is a “family reunion,” where experienced spectators come to enjoy the rally driven by same minded, experienced teams and drivers.

Keywords

Sport marketing Event participation Values Fanship Motorsport 
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Copyright information

© Academy of Marketing Science 2017

Authors and Affiliations

  1. 1.School of Business, JAMK University of Applied SciencesJyväskyläFinland
  2. 2.Sport Business School InternationalJyväskyläFinland

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