| dc.description.abstract | The importance of history and tradition in spectator sports is widely recognized, yet most major sports are losing younger fans who feel less connected to sport teams and leagues than previous generations. This study aims to examine the influence of historical nostalgia, grounded in the collective memory theory, and to identify practical implications that can effectively engage and attract new young sport fans to the sports scene. The study examined the causal relationship between historical nostalgia and the traditional values it embodies, such as pride, need for belonging, and connectedness, as well as their impact on predictive sport fan behaviors.
To achieve the objectives of this study, an experimental design was utilized that can identify causal relationships by systematically changing one or more variables. An online experiment was conducted with a between-subject design, involving 381 participants aged 18 or older. Two video clips were used as stimuli, and the study performed analysis of variance and multivariate analysis of variance to check for successful random assignment and manipulation checks. Hypotheses were tested using moderated mediation analysis in SPSS PROCESS.
The study found that while there was no significant direct effect of historical nostalgia on attendance intention, pride, and the need for belongingness and connectedness played a mediating role between historical nostalgia and attendance intention. Although there was no moderating effect of involvement in any posited paths, the mediating effect of the need for connectedness was stronger in the historical nostalgia-stimulated group with lower levels of team identification.
This study provides a deeper understanding of the complex relationship between historical nostalgia, pride, and attendance intention in the context of sports, which has been largely neglected in nostalgia literature. The findings of this study could contribute to the development of effective marketing strategies for sport organizations that aim to attract new young sport fans to the stadium by helping them understand how to evoke historical nostalgia among sport fans. | |
