摘要
以北京国安球迷为研究对象,以美国佛罗里达大学鳄鱼队球迷为参照,对两队球迷的深度休闲行为进行对比分析。结果显示:两队球迷行为符合深度休闲行为六大特质的同时,具体的表现形式存在地方性差异;社交互动是球迷深度休闲最为显著的收益;提升球队认同是培育深度休闲球迷的主要途径;深度休闲聚合的社群特征体现了中西方社会结构的差异与变迁;深度休闲理论可作为体育市场营销球迷行为的教学分析框架。
The paper compares the recreation behaviors of fans of Beijing Guoan club and fans of Crocodile team of Univer sity of Florida. The behavior of the fans of both teams have the six features of recreation behavior and they also have differences in expressions. Social interaction is the most beneficial activity for the fans in terms of recreation. Increasing the team recognition is the main way to cultivate the fans with deep recreation. The community features of deep recreation cluster embodies the differences of social structures in China and western countries. Deep recreation theory can be used as the teaching analysis structure of fans behavior of sports marketing.
作者
邢晓燕
张茂林
XIN Xiaoyan;ZHANG Maolin(Management and Communication Dept.,Capital Inst.of Physical Education,Beijing 100191,China;Sport Dept.,Commerce Inst.of Shanxi Univ.,Taiyuan 030031,China)
出处
《体育成人教育学刊》
2018年第4期42-47,共6页
Journal of Sports Adult Education
基金
北京市教委社科计划面上项目(SM201310029002)
关键词
深度休闲
休闲体育
球迷认同
体育消费
体育营销教学
deep recreation
recreation sport
fans identity
sports consumption
sport marketing teaching
