Erlebnismarketing für die Besucher von Sportveranstaltungen : Erlebnisstrategien und -instrumente am Beispiel der Fußballbundesliga

Sport-events have been changing into commercial areas in which several functions for the visitor and Spectator have been maintained. The core-product of a Sport-Event like a game of the German football league (DFL) is not limited to the sportive action itself; the management level takes more and more into account that Entertainment and commercial-created experiences are part of the product as well. Part 1 of the doctoral thesis reveals the theoretical background of the experience economy in sports whereas in part 2 a Delphi-designed test with experts is described and evaluated. The perspective are primarily economically-, psychologically and sociologically-based. The experience economy model has been brought to a five-phase-marketing-model which considers experiences as market goods in completion to the classical service-marketing