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 language | English |
|---|---|
| Type | Master Thesis |
| Publisher | Universiteit van Amsterdam, Amsterdam Business School |
| Number of pages | 85 |
| Place of Publication | Amsterdam |
| Publication status | Published - 25 Feb 2020 |
| Externally published | Yes |