Understanding the relationship between past experience of a sports mega-event and current spectatorship: The mediating role of nostalgia

Jeongbeom Hahm, Tae Ahn Kang, Hirotaka Matsuoka*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

Abstract

Mass sport participation has received considerable attention in the recent sport management literature. However, little is known about sport spectatorship as an outcome of sports mega-events (SMEs). This is the first study to use cross-cultural analysis to examine the relationship between the 2002 Fédération Internationale de Football Association (FIFA) World Cup Korea/Japan and current football spectatorship in the host countries. In the context of SMEs, this study uses the psychological construct of nostalgia as a mediator to identify the relationship with spectatorship. Data from 416 and 408 respondents from South Korea and Japan, respectively, were collected through online surveys and analysed cross-culturally using Hayes’ PROCESS macro model 4. We find that the nostalgia evoked by the 2002World Cup has positively influenced the host nations’ current football spectatorship. While this SME has a strong impact on evoking nostalgia, the effect of nostalgia on spectator behaviour is significant, yet comparatively weak.

Original languageEnglish
Article number3504
JournalSustainability (Switzerland)
Volume13
Issue number6
DOIs
Publication statusPublished - 2021 Mar 2

Keywords

  • Cross-cultural analysis
  • Football spectatorship
  • Mediating effect
  • Nostalgia
  • Sports mega-events

ASJC Scopus subject areas

  • Geography, Planning and Development
  • Renewable Energy, Sustainability and the Environment
  • Environmental Science (miscellaneous)
  • Energy Engineering and Power Technology
  • Management, Monitoring, Policy and Law

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