Repeat attendance as a function of liminality, communitas and team identification

Abstract

The purpose of this study was to empirically explore the linkages among liminality, communitas, team identification, and repeat attendance intention. Due to the lack of scales with which to measure liminality, this study developed a scale to represent liminality in spectator sports, using Churchill’s suggested procedure for developing quality marketing constructs. Through Exploratory Factor Analysis (EFA) (n=92) and Confirmatory Factor Analysis (CFA) (n=261), the liminality scale was confirmed as a reliable, valid instrument of the liminal experiences of sport attendees. Structural Equation Modelling (SEM) was conducted to test the hypothesized relationships among the liminality, communitas, team identification, and repeat attendance intention. The study found that liminality had a direct impact on both communitas and team identification, while it had an indirect impact on repeat attendance intention via its effect on communitas. The study also revealed that communitas had a direct impact on both team identification and repeat attendance intention and that team identification had a direct impact on repeat attendance intention. In order for marketers to maximise team identification and repeat attendance intention, they need to develop specific strategies that foster transcendental experiences.

Key words: Transcendental experiences; Stadium; Spectator behaviour; Scale development.