Exploring the Impact of the Sensoryscape (Sport Fans’ Stadium Experiences via the Five Senses) on Emotions Associated with Sport Teams

Exploring the Impact of the Sensoryscape (Sport Fans’ Stadium Experiences via the Five Senses) on Emotions Associated with Sport Teams

Purpose: The purpose of this research was to examine the effect of the sensoryscape (sport fans’ stadium experiences via the five senses) on connectedness and elation that sport fans have about their teams. Research design, data, and methodology: To achieve this purpose, structural equation modeling was conducted with a total of 417 KBO baseball fans. Results: The results of the research are as follows. First, stadium experiences via sport fans’ sight, sound, and touch had positive effects on connectedness that consists of passion, nostalgia, supportive, and connected. Second, stadium experiences via sport fans’ sight, sound, and taste had positive effects on elation that consists of happy, excited, pleased, proud, optimistic, and entertained. Conclusions: This research provides the first empirical evidence of the effects of sport fans’ sensory experiences on emotions associated with sport teams. In order to maximize connectedness and elation that sport fans have about their teams, sport marketers need to develop specific sensory strategies that affect stadium experiences. Further implications were discussed.