Sport fandom as an occupation: understanding the sport consumer through the lens of occupational science
by Clare E. Humphries, Aaron C.T. Smith
International Journal of Sport Management and Marketing (IJSMM), Vol. 1, No. 4, 2006

Abstract: Recently, criticisms have been levelled at the status of research into sport fan and sport consumer behaviour. It has been suggested that research must move beyond the description of sport fan motivations and segmentation typologies, and instead examine deeper aspects of behaviour culminating in the evaluation of alternative conceptual frameworks (Funk et al., 2003). This paper introduces an interdisciplinary approach to understanding sport consumer behaviour through the application of the Model of Human Occupation, a stalwart theory of occupational science. From this perspective the term occupation is not used as a proxy for vocation or work, but describes the groups of activities and tasks (such as work, leisure or daily living tasks) that are given order, value and meaning by individuals and culture. This viewpoint might aid in highlighting aspects of sport fandom that remain poorly understood, and is suggestive of new approaches to researching sport consumer behaviour, understanding fans and harnessing their loyalty.

Online publication date: Tue, 01-Aug-2006

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Sport Management and Marketing (IJSMM):
Login with your Inderscience username and password:

    Username:        Password:         

Forgotten your password?


Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com