Kell még szurkoló a stadionokba?
A csapattal való szurkolói azonosulás és a csapathoz való kötődés vizsgálata egy hazai futballklub esetébe
DOI:
https://doi.org/10.14267/VEZTUD.2023.07-08.02Kulcsszavak:
sportmarketing, magyar labdarúgás, azonosulás, kötődés, lojalitás, fogyasztói magatartás, nézőszám, Mol Fehérvár FCAbsztrakt
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.
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