The Effect of Digital Experiential Elements on Long-term Commitment: The Role of Nostalgia and Emotion in a Multi-stakeholder Stadium Tour

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Abstract

This study empirically verifies the effect of experiential elements on the level of engagement. The elements are an Audio Guide, VR Goggles, Touchscreen and a Video Screen. The conceptual model is based on literature from customer experience, sport tourism and service dominant logic informed engagement. Nostalgia and Emotion are identified as important mediators in the model. The research was done in a real life setting of the Johan Cruijff ArenA stadium tour, the home of football club Ajax. The research findings show a significant mediating effect of nostalgia on engagement for the majority of the experiential elements. Also the use of more elements by visitors have a significant effect on engagement and is mediated by nostalgia. These findings provide a fruitful direction for sport marketing and customer experience professionals to design coherent and memorable experiences in this highly competitive environment.
Original languageEnglish
TypeMaster Thesis
PublisherUniversiteit van Amsterdam, Amsterdam Business School
Number of pages85
Place of PublicationAmsterdam
Publication statusPublished - 25 Feb 2020
Externally publishedYes

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