IDENTIFYING CORE, EXCITING, AND HYBRID ATTRIBUTES IN FANS' ASSESSMENTS OF MAJOR (WORLD CUP) SPECTATOR SPORTS EVENTS

This paper adopts a methodology of asymmetrical analyses to investigate the relevant importance of spectator sport attributes in terms of their non-linear associations with the benefits that fans experience while watching sports. Questionnaires tapping 16 attributes (e.g., teamwork, sportsmanship, level of competition) and 16 benefits (e.g., good mood, exciting experience, support for my favorite team) were distributed to a sample of fans at the outdoor broadcast of the 2010 World Cup final game at the National Stadium in Kaohsiung, Taiwan. 427 participants rated the importance and benefit of each attribute experienced from watching the game. Attributes were categorized as core, exciting, or hybrid attributes. The star player was the core attribute; rivalry, popularity, and coach were the exciting attributes; and the other 12 attributes were hybrid. Two-dimensional space analyses showed that attributes "sportsmanship, teamwork, and supporting a team" were both explicitly and implicitly important attributes. The methodology of asymmetrical analyses can help managers prioritize the focus of attributes and allocate resources effectively.