Sporta līdzjutēju lojalitātes veidošanas prakse Latvijas sporta organizācijās. Latvijas Hokeja federācijas, Latvijas Futbola federācijas un Latvijas Basketbola savienības piemērs.
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Date
2022
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Rīgas Stradiņa universitāte
Rīga Stradiņš University
Rīga Stradiņš University
Abstract
Darba autors: Elgars Škutāns
Darba tēma: Sporta līdzjutēju lojalitātes veidošanas prakse Latvijas sporta organizācijās. Latvijas Hokeja federācijas, Latvijas Futbola federācija un Latvijas Basketbola savienības piemērs.
Darba zinātniskā vadītāja: Mg. soc. sc., docētāja Vita Savicka
Maģistra darba mērķis: Identificēt Latvijas sporta līdzjutēju lojalitātes veicinošos faktorus un to izmantojumu sporta līdzjutēju lojalitātes programmās Latvijas sporta organizācijas.
Sports mūsdienās ir kļuvis par nozīmīgu sabiedrības patēriņa fenomena sastāvdaļu. To ir aktivizējusi profesionālās sporta industrijas straujā attīstība, kas, savukārt, ir veicinājusi sporta līdzjutēju interesi par dažādām sporta organizācijām un sporta pasākumiem. Sporta līdzjutēju un organizāciju abpusējā mijiedarbība ir veidojusies mērķtiecīgas komunikācijas rezultātā. Mūsdienu profesionālā sporta industrija nav iedomājama bez sporta līdzjutējiem, proti, tā ir viena no vissvarīgākajām sporta industrijas sastāvdaļām. Sporta organizācijām visā pasaulē ir svarīgi veicināt sporta līdzjutēju lojalitāti, lai būtu iespējams piesaistīt viņu uzmanību apmeklēt sporta pasākumus.
Kopš 2020. gada, kad visu sabiedrību satricināja Covid-19 pandēmija, liela daļa sporta pasākumi visā pasaulē tika atcelti vai arī tie norisinājās ar ierobežotu skatītāju skaitu, vai bez tiem.
Šādas situācijas rezultātā, sporta līdzjutējiem divus gadus nav bijusi iespēja pilnvērtīgi patērēt sporta pasākumus un apmeklēt tos klātienē. Sporta līdzjutēju neesamība sporta arēnās lielākoties ir atstājusi ietekmi tieši uz sporta organizācijām, jo zināmu ienākumu daļu sporta organizācijām sastāda pārdoto biļešu ieņēmumi, kuri pandēmijas laikā vienkārši nav bijuši. Tādēļ sporta organizācijām ir vajadzība likt lielāku uzsvaru uz sporta līdzjutēju piesaisti un to lojalitātes veicināšanu, lai sporta līdzjutēji kļūtu par sporta organizāciju rīkoto pasākumu patstāvīgiem un regulāriem patērētājiem.
Pētījuma ietvaros tika veikta kvalitatīvā kontentanalīze Latvijas sporta organizāciju – Latvijas Hokeja federācijas, Latvijas Futbola federācijas un Latvijas Basketbola savienības ziņām organizāciju mājas lapās, lai būtu iespējams noskaidrot sporta lojalitātes indeksa faktoru pielietojumu komunikācijā, tika izveidota aptauja, kurā piedalījās 217 respondenti, tika veiktas 6 daļēji strukturētas intervijas ar sporta līdzjutējiem un 3 daļēji strukturētas intervijas ar Latvijas sporta organizāciju ekspertiem.
Pētījuma rezultātu analīzes procesā tika atklāts, ka Latvijas sporta organizācijas lielā mērā komunikācijas procesā izmanto sporta lojalitātes indeksa sporta līdzjutēju lojalitātes veicinošos faktorus, kas veicina sporta līdzjutēju lojalitāti pret Latvijas sporta organizācijām.
Pamatojoties uz maģistra darba mērķi, maģistra darba struktūru veido, ievads, piecas darba pamata nodaļas, diskusijas daļa, nobeigums, izmantoto informatīvo avotu saraksts un pielikumi.
Author of the thesis: Elgars Škutāns Thesis topic: Loyalty Building Practice for Sports Fans in Latvian sports organizations. Example of the Latvian Hockey Federation, Latvian Football Federation and Latvian Basketball Association. Academic supervisor: Mg. soc. sc., lecturer Vita Savicka Purpose of master’s thesis: To identify the factors promoting loyalty among Latvian sports fans and their use in sports fan loyalty programmes in Latvian sports organisations. Sport has become an important part of the social consumption phenomenon. This consumption has been boosted by rapid development of the professional sports industry, which, in turn, has stimulated the interest of sports fans in various sports events and organisations. The two-way interaction between sports fans and sports organisations is the result of targeted communication. Today's professional sports industry is unthinkable without fans, one of the most important parts of the sports industry. It is therefore important for sports organisations around the world to foster loyalty among sports fans in order to attract them to sports events. Since 2020, when the Covid-19 pandemic hit on a global scale, a large number of sports events around the world were cancelled, held with a limited number of or no spectators at all. As a result, sports fans have not been able to fully consume and attend sports events in person for two years. The absence of sports fans in sports arenas has had a major impact on sports organisations, as a certain portion of the income of sports organisations is generated by ticket sales, which have simply disappeared during the pandemic. Therefore, sports organisations need to put more emphasis on attracting sports fans and building loyalty to make them independent and regular consumers of the events organised by these organisations. Within the framework of the study, a qualitative content analysis of the news published on the websites of the Latvian Hockey Federation, Latvian Football Federation and Latvian Basketball Association was performed to find application of the sports loyalty index factor in communication, a survey was developed in which 217 respondents participated, and 6 partially structured interviews with sports fans and 3 partially structured interviews with experts from Latvian sports organisations were conducted. Analysis of the study results revealed that Latvian sports organisations largely use the loyalty-enhancing factors of the Sports Fan Loyalty Index in their communication process, which promotes loyalty among sports fans towards Latvian sports organisations. Based on the purpose of the master’s thesis, its structure consists of an introduction, five main chapters, a discussion, a conclusion, and a list of information sources and annexes. The thesis
Author of the thesis: Elgars Škutāns Thesis topic: Loyalty Building Practice for Sports Fans in Latvian sports organizations. Example of the Latvian Hockey Federation, Latvian Football Federation and Latvian Basketball Association. Academic supervisor: Mg. soc. sc., lecturer Vita Savicka Purpose of master’s thesis: To identify the factors promoting loyalty among Latvian sports fans and their use in sports fan loyalty programmes in Latvian sports organisations. Sport has become an important part of the social consumption phenomenon. This consumption has been boosted by rapid development of the professional sports industry, which, in turn, has stimulated the interest of sports fans in various sports events and organisations. The two-way interaction between sports fans and sports organisations is the result of targeted communication. Today's professional sports industry is unthinkable without fans, one of the most important parts of the sports industry. It is therefore important for sports organisations around the world to foster loyalty among sports fans in order to attract them to sports events. Since 2020, when the Covid-19 pandemic hit on a global scale, a large number of sports events around the world were cancelled, held with a limited number of or no spectators at all. As a result, sports fans have not been able to fully consume and attend sports events in person for two years. The absence of sports fans in sports arenas has had a major impact on sports organisations, as a certain portion of the income of sports organisations is generated by ticket sales, which have simply disappeared during the pandemic. Therefore, sports organisations need to put more emphasis on attracting sports fans and building loyalty to make them independent and regular consumers of the events organised by these organisations. Within the framework of the study, a qualitative content analysis of the news published on the websites of the Latvian Hockey Federation, Latvian Football Federation and Latvian Basketball Association was performed to find application of the sports loyalty index factor in communication, a survey was developed in which 217 respondents participated, and 6 partially structured interviews with sports fans and 3 partially structured interviews with experts from Latvian sports organisations were conducted. Analysis of the study results revealed that Latvian sports organisations largely use the loyalty-enhancing factors of the Sports Fan Loyalty Index in their communication process, which promotes loyalty among sports fans towards Latvian sports organisations. Based on the purpose of the master’s thesis, its structure consists of an introduction, five main chapters, a discussion, a conclusion, and a list of information sources and annexes. The thesis
Description
Stratēģiskā un sabiedrisko attiecību vadība
Strategic and Public Relations Management
Informācijas un komunikācijas zinātnes
Information and Communication Sciences
Strategic and Public Relations Management
Informācijas un komunikācijas zinātnes
Information and Communication Sciences
Keywords
Sporta līdzjutēji, lojalitāte, sporta lojalitātes indeksa faktori, Latvijas Hokeja Federācija, Latvijas Futbola federācija, Latvijas Basketbola savienība, Sports fans, loyalty, sports loyalty index factors, Latvian Hockey Federation, Latvian Football Federation, Latvian Basketball Association