title: Sport Fan Tourism: Understanding Those Who Travel To Follow Sport Teams
Creators: name: Fairley, Sheranne
Publisher: name: Griffith University
Year: 2006
Subjects: subject: Sport fan tourism
subject: regular season competition
subject: tourism economy
subject: Australian rules football

description: Sport events and attractions which encourage both participants and spectators are seen as significant contributors to the tourism economy (Delpy, 1998; Glyptis, 1991; Standeven &amp; DeKnop, 1999). Further, Gratton and Taylor (2000) note that sport related travel accounts for 7% of total expenditure on sport. To date, the main focus of event sport tourism research has been on the economic impact of large-scale sport events (Burgan &amp; Mules, 1992; Crompton, 1995; Mules &amp; Faulkner, 1996; Walo, Bull, &amp; Breen, 1996). However, Higham (1999) posits that smaller scale events such as regular season games may be of greater benefit to the host community as these events are hosted within existing infrastructure and therefore limit the need for public expenditure. However, fans who travel to regular season competition are a market segment that has been largely ignored by both sport and tourism marketers. Sport marketers have focused on home game attendance, media viewership and product purchases, while tourism marketers have focused on leveraging the destination. Anecdotal evidence suggests that fans who travel organise a substantial proportion of their discretionary time and income around this activity. Recent research by Gibson, Willming and Holdnak (2002, 2003) has begun to understand the behaviours of sport fans who travel to home games. This study seeks to understand the behaviours and experiences of those who travel to attend away games. In particular the study asks: What motivates fans to travel to follow professional sport teams, what experiences fans have and seek during the travel, and what place does travelling to follow a sport team have in the overall consumption behaviour of sport fans. This study examined the motives and experiences of six fan groups travelling interstate to follow their Australian Football League (AFL) team in the 2001 season. As the behaviours and experiences of those who travel to follow sport teams have not previously been explored, exploratory analysis using an iterative process of constant comparison between data colleted from the research setting and the existent literature. Using this method the researcher was able to describe the social world under investigation without preconceived hypotheses. The researcher travelled interstate with each fan group, and collected data via participant observation and interviews with key informants. Data were coded using standard protocols for analysis of qualitative data (Spradley, 1980). The researcher read through the transcripts and field notes and coded all phrases and opinions from the manuscript. Data were analysed through the process of data reduction, selective sampling of the literature, and selected sampling of the data (Stern, 1980). From the initial codes, data reduction identified core variables and emergent themes. Through this grounded theory methodology, a conceptual model was developed which illustrates the motives and experiences of those who travel to follow professional sport teams. Three distinct types of groups were identified, each garnering a distinctive sport tourism experience. The groups identified were: supporter groups, long-term travel groups, and temporary travel groups. While travel to follow the team is the stated rationale for all three groups, the game experience for each is substantially different, four major themes emerged which distinguished the groups and the experiences that they had. These were: (1) group structure, (2) trip characteristics, (3) socialisation, and (4) game experience and reaction to game outcome. Each type of group was found to have a distinct group structure, communication pattern, but differed in terms of the objects to which they identified. Findings suggest that sport fans do not necessarily identify with the team or related object, but can identify with a smaller social group, which has a shared interest in the team. These elements of group structure and point of identification were found to have a reciprocal relationship with various travel elements that were utilised by each group including the mode of transport, temporal elements, choice of destination, and activities at the destination. In particular, the travel elements were chosen so that each group type could best express and experience that which is core to each group. Further analysis suggested that the experience of each of the groups was influenced by the continual development of the group both before and during the travel experience. For the supporter groups and long-term travel groups, rituals, symbols, and folklore played a key role in the experience. These elements of performance were used to continually shape and interpret the travel experience. One would expect that the game would have elevated importance, as it is the activity that legitimates each group. However, the on-field game did not have prime importance. Instead the different points of identification of each group were used as a basis through which the game was experienced. Key implications for sport and tourism marketing suggest that the sport tourism experience is more than an experience of place or an experience of watching the sport. Identification with a small social group is sufficient to generate travel to follow a team. By providing a setting which immerses participants in a particular identity for a prolonged period of time, the act of travelling itself can create a social climate that encourages participants to undertake the trip week after week, and form deep connection to the team. Implications for practice and future research directions are also discussed.