Kell még szurkoló a stadionokba?

A csapattal való szurkolói azonosulás és a csapathoz való kötődés vizsgálata egy hazai futballklub esetébe

Szerzők

DOI:

https://doi.org/10.14267/VEZTUD.2023.07-08.02

Kulcsszavak:

sportmarketing, magyar labdarúgás, azonosulás, kötődés, lojalitás, fogyasztói magatartás, nézőszám, Mol Fehérvár FC

Absztrakt

A szurkolók csapathoz való kötődésének kialakítása, új szurkolók bevonzása egy fejlett sportgazdaságban elengedhetetlen. Magyarországon ez a téma évtizedes megoldatlan problémát jelent, miközben látványos beruházásokkal új stadionok épültek, melyek kihasználtsága a hazai labdarúgó bajnoki mérkőzések esetében jelentős mértékben fejleszthető lenne. A szerzők tanulmányukban az OTP Bank Liga magyar elsőosztályú labdarúgó-bajnokságban szereplő Mol Fehérvár FC tekintetében vizsgálják a klub szurkolói közegét. Jelen kutatás célja a csapathoz kötődő lojalitással, szurkolói magatartással összefüggésben a csapattal való szurkolói azonosulás és a csapathoz való kötődés kapcsolatának elemzése. A kutatási kérdés annak megismerésére irányul, hogy a csapattal való szurkolói azonosulás, a csapathoz való kötődés miként befolyásolja a csapathoz fűződő lojalitást, szurkolói magatartást. A kutatás legfőbb eredménye az a felismerés, hogy a vizsgált csapat szurkolói esetében a kiábrándultság, a csapathoz kötődés érzésének erodálódása olyan probléma, amit a klubnak kezelnie kellene, hogy nézőszáma és ebből következően bevétele növekedjen.

Letöltések

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Szerző életrajzok

György Bodon, Budapesti Corvinus Egyetem

PhD hallgató

Attila Kajos, Budapesti Corvinus Egyetem

egyetemi adjunktus

Ágnes Neulinger, Budapesti Corvinus Egyetem

egyetemi docens

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Megjelent

2023-07-20

Hogyan kell idézni

Bodon, G., Kajos, A., & Neulinger, Ágnes. (2023). Kell még szurkoló a stadionokba? A csapattal való szurkolói azonosulás és a csapathoz való kötődés vizsgálata egy hazai futballklub esetébe. Vezetéstudomány Budapest Management Review, 54(7-8), 13–27. https://doi.org/10.14267/VEZTUD.2023.07-08.02

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