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Contribution to Book
Sport Environment/Atmospherics: Impact on the Physical and Online Spectator Event Experience
Strategies in Sports Marketing: Technologies and Emerging Trends
  • Kelly Price-Rhea, East Tennessee State University
Document Type
Book Contribution
Publication Date
4-1-2014
Description

This chapter discusses atmospherics as a sport marketing strategy. Even though it has traditional retail roots, atmospherics have emerged as a strategy that may be utilized in the physical, online, and mobile sport environments. A comprehensive review of major traditional and sports atmospheric variables, online atmospheric variables, and applications to sport are discussed. In addition, the spectator experience cycle is introduced with atmospheric correlations. The purpose of the chapter is to explain why atmospherics are important to the sport industry and to demonstrate how sport marketers may use physical, online, or mobile atmospherics to enhance spectator experience, increase loyalty, impact attitude, consumer choice, and impact purchase behavior. In addition, the chapter is meant to emphasize the importance of atmospherics to ultimately achieve promotional and marketing objectives. Finally, future research directions are recommended.

Disciplines
Citation Information
Kelly Price-Rhea. "Sport Environment/Atmospherics: Impact on the Physical and Online Spectator Event Experience" 1st EditionStrategies in Sports Marketing: Technologies and Emerging Trends (2014) p. 104 - 132
Available at: http://works.bepress.com/kelly-price-rhea/1/