Cliff Diving in Virtual Communities

Teresa Tiago (), Flávio Tiago, Sandra Faria and João Couto
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Teresa Tiago: University of the Azores
Sandra Faria: University of the Azores
João Couto: University of the Azores

A chapter in Strategic Innovative Marketing, 2017, pp 245-250 from Springer

Abstract: Abstract A niche new to global tourism and hospitality managers that combines the growing popularity of tourism with sports is attracting worldwide interest. Red Bull is one of the companies that promote several sporting events across the world that have demonstrated the ability to effectively mix tourism with sports. Evidence shows that people adopt different attitudes regarding tourism sports events choosing either “serious sports tourism” or “casual fan leisure”. Moreover, these tourists tend to bond and interact in distinctive ways in virtual communities linked to the event. The two groups of sport-seeking tourists share a common bond—the sporting event—but their preferences and behavior are quite different. In this sense, uncovering these patterns of tourist behavior can lead to more desirable event offerings, both from the point of view of the destination as well as for the promoting brand. This work analyzes two virtual communities on Facebook and Instagram that are associated with two Red Bull cliff diving events in Portugal and Denmark. An analysis using the STAR model identifies the links between active members of the communities.

Keywords: Sports tourism; Virtual communities; Instagram; Facebook (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-319-56288-9_33

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DOI: 10.1007/978-3-319-56288-9_33

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