Innovative methodology to identify sport fan behaviours in a newly emerging market: an ethnographic photo-journaling in the Colombian soccer games
by Sung-Bae Roger Park; Joon-Seo Andrew Choi
International Journal of Sport Management and Marketing (IJSMM), Vol. 17, No. 3, 2017

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.

Online publication date: Sun, 30-Jul-2017

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