Transformations  in
Business & Economics

CONCEPTUAL SPORTS EVENT SPECTATORS ' BEHAVIOUR FORMATION MODEL: THEORETICAL AND PRACTICAL ASPECTS
Kristina Bradauskiene, Aleksas Stanislovaitis, Jurate Stanislovaitiene, Mindaugas Ramanauskas

ABSTRACT. There was a theoretical analysis of scientific literature conducted in this paper in order to see sports fans ' behavioural characteristics when choosing sports events. After revealing their behavioural traits, a theoretical sports spectator 's behaviour formation model was structured. The model was examined by conducting an empirical research. After summarizing the results of the research, multiple suggestions and recommendations were given in order to influence sports spectators ' behaviour. Basketball spectators assess matches differently. They are more attached to the team and enjoy following the matches in arenas and getting to feel all the emotions caused by the event from a close distance. Others choose watching the match on the TV screen with family and friends. There are some people who attend matches frequently not in order to support the team or because of the emotions but because of business and work dealings, looking for the required acquaintances and associations. It is thought that it is possible to enlarge the basis of team spectators, attract them to matches more frequently and aim for reaching the biggest possible number of people to become loyal basketball spectators and be faithful to the chosen team when considering the aspects that determine spectators ' behaviour and its expression in the process of behaviour formation .

KEYWORDS: sports product, sports spectators, sports spectator behaviour, sports spectator behaviour formation.

JEL classification: Z20, Z230, Z2010.