Title: Innovative methodology to identify sport fan behaviours in a newly emerging market: an ethnographic photo-journaling in the Colombian soccer games

Authors: Sung-Bae Roger Park; Joon-Seo Andrew Choi

Addresses: Department of Sport Industry and Management, Hanyang University, #302 Olympic Gym, 17 Haengdang-dong, Seoungdong-gu, Seoul, 133-791, Korea ' Department of Sport Industry and Management, Hanyang University, #302 Olympic Gym, 17 Haengdang-dong, Seoungdong-gu, Seoul, 133-791, Korea

Abstract: The main purpose of this current study was to identify fan behaviour by using an innovative methodology of ethnographic with photo-journaling approach in a newly emerging market. A total of 56 football fans (18 years or above) were recruited in a southern region of Colombia. Tag-cloud strategy was utilised to fully benefit from a qualitative methodology in the process of analysing the photos and journalistic descriptions. This study firmly proved that the tag-cloud strategy could be an innovative tool to conduct an exploratory study in a newly emerging sports market. Also, as an alternative to mainly relying on a set of interviews, this study showed that an ethnographic with photo-journaling approach could effectively offer a deeper level of understanding of fan behaviour.

Keywords: ethnography; photo-journaling; tag-cloud strategy; fan behaviour.

DOI: 10.1504/IJSMM.2017.085513

International Journal of Sport Management and Marketing, 2017 Vol.17 No.3, pp.145 - 161

Available online: 25 Jul 2017 *

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