Yongjin Hwang
Khalid Ballouli
Matthew J. Bernthal
and Wanyong Choi

Prior scholars provide empirical evidence of how sensory experiences can positively influence spectators’ satisfaction, and the effectiveness of utilizing sense-centric experiences is enhanced when marketers integrate unique characteristics of the local culture into sensory experiences in the venue. The recently developed stimuli-local image fit (SIF) scale measures the effectiveness of this process; however, the SIF scale needs further investigation based on differences between local and visiting spectators. The purpose of this study was to examine the potential mediating effects of sense...Read more

Yongjin Hwang and Khalid Ballouli

Few studies in sport marketing have examined the formative role of venue stimuli in affecting sport spectators. As such, the fi eld currently lacks methodological direction for dealing with venue stimuli as a means to understand the sport spectator experience. Research is needed to inform academics and practitioners about the appropriate use and potential outcomes of venue stimuli, particularly as they relate to destination image and local place. Given the notable lack of investigation on this topic, this study was exploratory in nature, with the purposes of developing and validating a...Read more