International place branding through sporting events: a British perspective of the 2008 Beijing Olympics
International audience; The goal of this study is to examine if hosting major sporting events represents a relevant strategy to brand a place ‘internationally’ through brand association transfer and to identify whether or not it should be seen as co-branding process. Based on social representation theory and an abductive research strategy, a survey was carried out among British citizens to identify their opinions about the Olympic Games and the city of Beijing following the organisation of the Games in August 2008. The content and the structure of the social representations were analysed and then compared to determine whether or not a double transfer of associations occurred between the pla…
Comprendre la satisfaction dans le contexte des services sportifs associatifs (SSA) : une analyse à partir du modèle tétraclasse
National audience; Considérant que la satisfaction des consommateurs s'avère être un levier stratégique à la pérennisation des organisations prestataires de services, cette recherche s'inscrit dans une démarche d'améliorationde la connaissance des logiques de contribution des éléments de l'offre de services sportifs associatifs (SSA) à la satisfaction des adhérents. Le recours au modèle tétraclasse (Llosa, 1996) appliqué aux SSA proposant des pratiques de forme confirme l'existence de quatre logiques de contribution. Cette meilleure compréhension doit permettre aux responsables des organisations prestataires d'établir une hiérarchie au sein de leurs actions managériales d'ajustement de l'of…
La thématisation de l’hôtel New York de Disneyland Paris à l’épreuve de la satisfaction de la clientèle
Les hébergements touristiques ont connu une profonde mutation avec notamment une orientation par la production de contextes expérientiels qui soit constituent l’offre proprement dite, soit servent à mieux positionner cette offre vis-à-vis de la concurrence. L’objet de cette recherche est donc de mesurer l’influence des services (fonctionnels versus expérientiels) offerts par un hôtel haut de gamme thématisé et situé dans un parc d’attractions sur la satisfaction de la clientèle. Pour ce faire, nous avons utilisé le modèle tétraclasse de Sylvie Llosa auprès d’un échantillon de 9053 clients résidant à l’hôtel New York (4 étoiles) de Disneyland Paris. Les résultats montrent que la chambre appa…
Segmenting sport spectators : construction and preliminary validation of the sport Event Expérience Search (SEES) scale
Brand social representations: strategic perspectives for a fitness club
International audience; The aim of this study was to identify an accurate tool to enable fitness club managers to discover those opinions or stereotypes which represent obstacles to joining their organisations. Starting with brand image, the analysis then considered social representations as relevant constructs for apprehending these opinions or prejudices. The use of a word association task and the model of basic cognitive schemes (Rouquette, 1990; 1994) provided access to the salient elements of the social representations of a particular sport brand and the way they are structured. The procedure combining these two stages represented a diagnostic tool for identifying the attractive and un…
Casual spectators and die-hard fans’ reactions to their team defeat: A look at the role of territorial identification in elite French rugby
This research investigated the role of two foci of identification (team and territory) on identity management strategies used by sport followers in the particular context of elite French rugby union. In study 1 which dealt with casual spectators (N = 153), the results corroborated numerous studies conducted in the North-American context and showed that team identification constitutes a strong driver for offensive and loyalty reactions. In study 2 which dealt with die-hard fans (N = 64), it appeared that team identification seems to be the best predictor of team loyalty strategy whereas territorial identification seems to be the first predictor of offensive strategies. Taken together, the st…
Segmenting sport spectators: Construction and preliminary validation of the Sporting Event Experience Search (SEES) scale
International audience; This study's goal was to create and test a tool for identifying different types of sport spectators. Based on four types of sporting-event consumers – aesthete, interactive, supporter, and opportunist – we developed the Sporting Event Experience Search Scale (SEES). We conducted an empirical investigation involving two sporting events with both live and mediated types of attendance. Although the first validation step failed to support the four-type structure for the mediated context, the scale appeared to be relevant in a live-attendance context. The SEES scale should therefore allow sporting-event managers to analyse the nature and then the expectations of sport spe…
La représentation sociale des clubs de forme : un outil de communication ?
Introduction Pour de nombreux observateurs, nous assistons à un développement significatif des activités physiques et sportives, à une « sportivisation » de la société française ; selon des études du CREDOC (1995,1999) et de l’INSEE (1998, 1999), le nombre de pratiquants s’élèvent à près de 40 millions. Cependant, il semble que cet accroissement ne soit pas uniforme et profite majoritairement aux pratiques auto-organisées, qu’elles soient au domicile ou sur l’espace public. L’augmentation de ...
Do fans care about hot dogs ? A satisfaction analysis of French ice hockey spectators
Measuring Sport Spectators’ Coping Strategies: Preliminary Validation of the Sport Spectator Identity Management (SSIM) Scale
International audience
Sport Spectators’ Segmentation
International audience
Investigating Customer Satisfaction in a Health Club Context by an Application of the Tetraclasse Model
International audience; Although customer satisfaction is recognised as a key driver for positive organisational outcomes, the nature and the role of the service attributes contributing to satisfaction are still misunderstood, and are most often evaluated by service quality dimensions. This study attempts to explore these attributes and their contribution to satisfaction in a sport service context using Llosa's Tetraclasse model which hypothesises that some service attribute weights are performance related whereas others are not. This application on a sample composed of 184 customers from five French health clubs indicated four satisfaction contribution types. The results suggest that the q…