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
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 language | English |
|---|---|
| Type | Master Thesis |
| Number of pages | 85 |
| Publication status | Published - 25 Feb 2020 |