Conceptulizing Consumption Behaviours of Rugby Fans in New Zealand

While there is an abundance of research available on consumption behaviours and fan behaviours there is a limited amount specifically about rugby fans in New Zealand. This book aims to contribute a study on this topic, to add knowledge and insight on these types of sports fans. This study seeks to understand the prominent factors that influence consumption behaviours of rugby fans. Drawing on the research results the creation of a conceptual model is proposed for sports organisations to use in their relative areas of the industry. This work developed two conceptual models. The overarching model is called the Sport Circle Consumption Model, which incorporates the major themes and sub-themes from the research results. The second model is called the Inner Fan Model which focusses more specifically as the internal motives and influences towards being a sports fan. This study has been conducted to compile information and to share it with people and organisations in the sport and recreation industry. The aim is to create a conceptual model of some value to help industry organisations develop and grow, by creating more opportunities to connect with a variety of consumers.

Autorentext

Chantal graduated with a Bachelor of Sport Major in Coaching from the Unitec Institute of Technology, Auckland, New Zealand. She started lecturing in 2014 in various coaching papers. Chantal continues an active role in the rugby scene coaching at secondary school level and developing coaching workshops.