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- Creators: Department of Marketing
- Resource Type: Text
- Status: Published
Description
Sports have always incited an emotional response in fans unlike anything else and creates a special relationship between fans and their favorite sports team. However, in the current age, attendance numbers have started to fall, due to games being available on multiple platforms for viewers to watch in their own homes, along with the increased competition in the entertainment industry. Teams are seeking new ways to leverage that relationship with their fans in order to draw fans into their games. This study will look at the history of fandom and reasons why people remain loyal to “their team” year after year. In turn, fan loyalty and increased attendance translates to increased revenue for teams across all sports. As part of this study, existing literature was reviewed covering the following areas of fandom: fan loyalty, memory association, and team actions that will impact fans. This research will aid in developing hypotheses to test on why fans remain fans and how their fan dedication develops. A questionnaire was then developed to find the reason why a fan is so dedicated to their favorite team. Respondents are asked to self- identify as a fan type in order to quantify the label of “fan” and build a deeper analysis within the questions being asked. The three fan options are diehard, casual and social fans. The following analysis explored why people are fans and what factors influence their level of fan loyalty. From that, recommendations were developed for professional sports teams to take advantage of the factors found in the analysis. The hope is that they will be able to translate psychological factors and an emotional connection into a concrete strategy to drive ticket sales and revenue.
ContributorsTassinari, Isabella (Author) / McIntosh, Daniel (Thesis director) / Eaton, John (Committee member) / Department of Information Systems (Contributor) / Dean, W.P. Carey School of Business (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05
Description
This paper examines the fundamental problem statement of: How can the hotel & resort industry resist and overcome the new competitive challenge that the sharing economy and Airbnb have imposed on it? This wasn’t a problem up until this past decade, as hotels had long been the world’s main solution for individuals looking for a place to stay in exchange for a fee. That has changed nowadays as the rise of the sharing economy has created a new, fast-growing demand for Airbnb in the hospitality industry. We have witnessed powerful companies die as a result of not taking disruptive technology seriously, as seen with Blockbuster and Kodak; however, we have also seen impressive reactions to disruptive technology in other cases such as Walmart and Alibaba that use it to enhance the customer experience. Hotels arose from humble beginnings and progressively became more than just a place to sleep. This is evidenced by the progression from 16th century humble inns to large luxury hotels in the 19-20th century to many hotels being significant tourist attractions themselves nowadays. While some factors such as security, hygiene, and consistency currently remain on the hotel industry’s side, the main factors fueling the growth of Airbnb are closely tied to consumer preferences and Airbnb’s ability to create unique, authentic experiences. A questionnaire with 756 responses from ASU students was conducted for this project’s primary research. The results concluded that this demographic travels often, slightly prefers hotels over Airbnb, and values location, convenience, and cost the most. Results were consistent with findings discussed in literature, since the bulk of respondents said they look at Airbnb for low-cost options and hotels for high-end options. Hotels reign supreme in the high-end market and benefit from their location and convenience factors, but Airbnb might have an opportunity to leverage their attractive capabilities while also incorporating some of hotels’ best aspects. This can cause the preference of hotels over Airbnb to diminish further going forward. Hotels can combat Airbnb in multiple ways. One is for hotel chains to customize more hotels to fit the local destination like Airbnb rather than keeping a more standardized vibe and design across all locations. Another is to continue focusing on creating unmatched service experiences in the high-end market that are hard for Airbnb to replicate. A third one is to implement more competitive pricing relative to Airbnb during peak seasons across different cities. Finally, given the increased awareness on hygiene and health that the COVID-19 crisis will likely bring after the pandemic, hotels should put greater emphasis on their hygiene factor when conducting publicity efforts, since this remains in favor of hotels rather than Airbnb and can attract customers who are still reeling with fear from the pandemic. All of this can help hotels to retain their crucial competencies while leveraging Airbnb’s competencies to create an incredible customer experience that is the best of both worlds. All of it prevent the hotel industry from going down a darker path than it has gone through before.
ContributorsValenzuela Gallardo, Juan (Author) / Eaton, John (Thesis director) / Mokwa, Michael (Committee member) / Department of Management and Entrepreneurship (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05
Description
This thesis explores virtuosity as it applies to the following five clarinet works: Grand Duo Concertant by Carl Maria von Weber, Solo de Concours by André Messager, Caprice by Anders Koppel, Live Wire by Theresa Martin, and The Bangui Anomaly by Eric Mandat. By detailing the clarinet’s development, including its creation in the early 18th century and key innovations over the next several hundred years, the histories of several key clarinet manufacturers are described to further analyze the innovation of music at the time. This background is necessary to understand the foundation of the clarinet and how virtuosity is tied closely to its mechanical development. Based on this fundamental information, virtuosity is comprised of three pillars: technical proficiency, musicianship, and recognition. In order for a piece or performer to be considered virtuosic, they must exemplify all three pillars. Technical proficiency applies to physically manipulating the instrument, including finger agility, articulation, voicing, dynamic and intonation control, among others. Musicianship further describes personal interpretation within stylistic boundaries, and the ability to implement interpretive judgement. Finally, recognition serves as esteemed acknowledgement from a panel of field critics. Accompanying this paper is a creative performance recording of the five aforementioned clarinet pieces, demonstrating virtuosity through a wide range of musical genres and eras.
ContributorsGraf, Selena (Author) / Gardner, Joshua (Thesis director) / Spring, Robert (Committee member) / School of Music (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05
Description
Who would imagine that playing games is considered as a sport and became one of the most popular sports in the world? Who would imagine that over 100 million people watch someone else playing a game 10 years ago? Maybe even 5 years ago a lot of people did not believe that many people were watching one Esports championship series in the world in 2019. I believe that most people would not believe that fact. Nowadays the gaming industry has become 134 billion dollars industry (Warman), but most of the general public does not even know that Esports is a globally popular sport. The uniqueness of Esports is that fans are located everywhere in the world, unlike American football. This sport’s popularity is borderless and there are not that many sports leagues that have a huge global fan population in the sports industry. The reason Esports was able to capture popularity from everywhere in this world is because the gaming community is often beyond the border. For example, a person who lives in South Korea is teaming up with a man whom he has never met in person before and fighting against the players who are living on the other side of the world in a single match. This is how modern gaming society is. Those players are physically existing in different places, but there is no border that exists in this gaming virtual world and people are playing in the same match with the players who live in different places. This is one thing that we are not able to see in the traditional sports and the biggest strength of the Esports. The uniqueness of Esports is that all the players do not need to physically get together to play a game. If you want to play soccer, obviously all the 22 players need to be in the same field physically. People do not have a sense of local attachment from the beginning in the world of modern Esports because the gaming community is existing in the virtual world and the border does not exist in this virtual community. This unique environment is one of the biggest factors that makes Esports the fastest growing sport in the entire sports industry these days, and this rapid growth is supported by those younger gamers. Esports is still a new sport compared to other traditional sports, so they will follow a similar or different path that traditional sports took and will be part of those popular leagues in the future.
ContributorsSannomiya, Akie (Author) / Eaton, John (Thesis director) / McIntosh, Daniel (Committee member) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05
Description
While growing up, I was placed into dance classes, dance started out as a hobby, but as I grew up it became a way for me to escape from the struggles life itself brings. While I was taking a dance culture class at Arizona State University, I stumbled across research that revealed that dance does not just help people like myself, but it also has the ability to help those with more difficult life-altering situations like Parkinson’s Disease. With having about 970 million adults aged 65 years old and up (United Nations), around 10-million of these individuals have Parkinson’s Disease (PD) (Parkinson’s New Today). With these large numbers, Parkinson’s is the second leading neurodegenerative disease worldwide (Parkinson’s News Today) behind Alzheimer’s. Parkinson’s is a motor system disorder that affects the production of dopamine in one’s brain (Harvard). With the current treatment of PD being medication as well as surgical therapy based on the severity of each patient (Parkinson’s Foundation), there is one form of treatment that has been tested but not certified, partnership dancing. The way that partnership dance benefits those with Parkinson’s Disease is by using many areas of the brain to facilitate dopamine production. The four main areas used are the motor cortex, the somatosensory, the basal ganglia, and lastly the cerebellum (Harvard). With the vast amount of existing research, as well as the information gained through secondary research, I feel as though there needs to be a study to open the development of partnership dance as a therapy modality for those with many of the forms of degenerative mental diseases. Although unable to put on this research, I have outlined what this study could look like to be continued in the hopes of having partnership dance become a certified form of therapy for those with Parkinson’s Disease.
ContributorsMillar, Cayla Briann (Author) / Caves, Larry (Thesis director) / Kaplan, Robert (Committee member) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05
Description
The US Department of Homeland Security has routinely identified terrorism as the largest threat to the security and prosperity of the United States and as a result, the US Government has devoted significant military, monetary, and law enforcement resources to safeguarding our country against terror attacks. When most people Americans think about terrorism, the first thing that pops into their heads are Islamic groups such as ISIS, Al Qaeda, and the Taliban. However, right-wing domestic terrorist groups continue to operate within the United States but seem to draw little attention from both the US government and the public. This paper will use data collected by several United States government agencies as well as private research databases to investigate if radical Islamic terrorists or right-wing domestic terrorists pose a greater threat to the security of the United States and its citizens. It is hoped that the data gathered will inform the readers about various terrorist organizations and provide valuable insights into what areas require more resources and attention as well as what changes should be made to increase our ability to safeguard our country against all terrorist threats.
ContributorsBennett, Hunter (Co-author) / Baker, Jake (Co-author) / den Heyer, Garth (Thesis director) / DeMarino, Anthony (Committee member) / Department of Marketing (Contributor) / School of Criminology and Criminal Justice (Contributor) / Watts College of Public Service & Community Solut (Contributor) / Department of Military Science (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05
Description
702,000 and counting. That is the estimated figure of deaths related to drug overdoses from 1997-2017 reported by the CDC. Almost 70% of those deaths can be attributed to prescribed or illicit opioids. Many have been quick to place blame and unsurprisingly no one seems to be coming forward to take responsibility. What was the cause of this crisis? A current lawsuit against Purdue Pharma alleges that they are responsible for not only starting but continuing the crisis. (Strickler 2019) One of the initial indications of how the crisis started was due to unprofessional and deceptive sales tactics. Along with this, there have been many unethical practices involving advertising of various pharmaceutical products to exacerbate the issue. These practices range from general advertising to holding conferences with Doctors. Considering how many different parties are involved with the production, sale, prescription, and use of these products I find it difficult to place blame on one party. I wanted to specifically research how sales representatives build trust and relationships with their clients within this industry and how the crisis itself has impacted these relationships. The majority of my research consists of the foundation of relationships, different types of relationships, and how to build and maintain productive relationships. Relationships can be difficult, especially in a professional sales environment because each party typically has their own interests throughout each interaction. By understanding how professional relationships can be built we can aim to avoid a crisis like this in the future, and ultimately save lives because of it.
ContributorsGriffith, Jacob Marcus (Author) / LaRosa, Julia (Thesis director) / Hass, Mark (Committee member) / Department of Management and Entrepreneurship (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05
Description
The purpose of this thesis is to analyze the various paths that college students have taken to get a job in their desired field after graduation. Many factors go into preparing a student for the post-graduation job market and this thesis investigates this topic through the lens of post-graduates and job recruiters. This thesis begins by giving a brief overview of how the application process has changed within the last ten years, and where it is headed in the future. Our motivation for this research came from the lack of transparency in the application process. We hypothesized that a student's undergraduate experience and connections were the key to getting a job within their desired career path. Through interviews and research from graduated students and recruiters, our hypothesis was proved accurate. There is currently a big disconnect between what students believe is important and what recruiters are looking for in potential employees. The main purpose of this thesis is to try and bridge that gap. Students often lack confidence and struggle to understand what is important when applying for jobs post-graduation. With this data, we hope to outline crucial steps that need to be taken and make students feel more prepared as they enter the professional world. We have included personal stories that highlight the variety of successful paths that can be taken to starting a career. Interviewees advised students not to get discouraged while applying, push for what you want and prove your potential to recruiters. The goal of this thesis is to give undergraduate college students hope as they go through the application process in finding the right career path for them.
ContributorsHurley, Sydney (Co-author) / Brown, Paige (Co-author) / Thompson, Elise (Co-author) / Eaton, John (Thesis director) / Lee, Christopher (Committee member) / Department of Marketing (Contributor, Contributor) / Barrett, The Honors College (Contributor)
Created2020-05
Description
The purpose of this study was to examine the history of pilgrimage tourism and its marketability to a modern consumer. It was also to examine the role of government in promoting tourism activities. Through a case study on el Camino de Santiago and the Xunta de Galicia, I discovered a market gap and created a communications strategy aimed towards closing the gap and smoothing demand fluctuation. Target market research indicated consumer interest and supported the marketing strategy. The study was conducted through historical, statistical, ethnographic, and psychographic research and analysis. The major findings of this study were that the American consumer is not as religiously motivated to travel as their European counterparts. However, they find many other aspects of the pilgrimage experience very appealing. Their lack of interest in the religious aspect of travel experiences segments them into a group that can potentially help flatten demand fluctuation amid Holy Years along el Camino de Santiago. The modernization of the pilgrimage contributes to its movement away from pious tourism towards secular tourism and offers an opportunity for an untapped market to support pilgrimage tourism economies.
ContributorsPowers, Molly Kathleen (Author) / Eaton, John (Thesis director) / Eaton, Kate (Committee member) / School of International Letters and Cultures (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05
Description
This analysis aimed to understand how and why certain representations of fraternity and sorority life are consistently used in media texts. Throughout this thesis I analyzed various media including films, a television series, a documentary, and coverage of a news story and found that fraternity and sorority representations reinforce different social issues. Additionally, this thesis discusses how fraternities and sororities are framed in the media texts as institutions which force members to abide by larger societal norms and gender roles. Stigmas and social issues surrounding fraternity and sorority life including hazing, violence, and toxic masculinity, femininity and feminism, diversity and racism, and partying, power and misogyny are the focus of many of the media used in this study. This thesis analyzed how media use these topics to generalize representations of fraternity and sorority life members and to perpetuate normalized gender roles and dominant narratives about race and sexuality.
ContributorsLockhart, Christine (Author) / Himberg, Julia (Thesis director) / Dove-Viebahn, Aviva (Committee member) / Department of English (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05