Conceptual analysis reveals five distinct categories of spectatorship in sports fans, highlighting tailored marketing and segmentation strategies.
Develops a classification or typology of the sports fan. Specifically, contends that five different types of sports fans exist: temporary, local, devoted, fanatical, and dysfunctional. The need exists to identify the different types of fans due to the inadequacies of past theories to explain the totality of fan behavior. The usefulness of the typology is demonstrated by offering specific segmentation strategies for each classification. Finally, directions for future research are presented.
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Hunt et al. (1999) studied this question.
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