Innovative methodology to identify sport fan behaviours in a newly emerging market: An ethnographic photo-journaling in the Colombian soccer games
- Authors
- Park, Sung Bae Roger; Choi, Joon Seo Andrew
- Issue Date
- 2017
- Publisher
- Inderscience Publishers
- Keywords
- Ethnography; Fan behaviour; Photo-journaling; Tag-cloud strategy
- Citation
- International Journal of Sport Management and Marketing, v.17, no.3, pp.145 - 161
- Indexed
- SCOPUS
- Journal Title
- International Journal of Sport Management and Marketing
- Volume
- 17
- Number
- 3
- Start Page
- 145
- End Page
- 161
- URI
- https://scholarworks.bwise.kr/hanyang/handle/2021.sw.hanyang/153277
- DOI
- 10.1504/IJSMM.2017.085513
- ISSN
- 1475-8962
- Abstract
- The main purpose of this current study was to identify fan behaviour by using an innovative methodology of ethnographic with photo-journaling approach in a newly emerging market. A total of 56 football fans (18 years or above) were recruited in a southern region of Colombia. Tag-cloud strategy was utilised to fully benefit from a qualitative methodology in the process of analysing the photos and journalistic descriptions. This study firmly proved that the tag-cloud strategy could be an innovative tool to conduct an exploratory study in a newly emerging sports market. Also, as an alternative to mainly relying on a set of interviews, this study showed that an ethnographic with photo-journaling approach could effectively offer a deeper level of understanding of fan behaviour.
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