Skating in the sun: Examining identity formation of National Hockey League fans in sunbelt states
MetadataShow full item record
The National Hockey League (NHL) is considering adding a team in Las Vegas, Nevada and understanding the development of fan identity in similar markets can aid in this expansion process. Las Vegas is located in the Sunbelt, which is a geographic region of the United States that is generally considered to stretch across the Southeastern and Southwestern U.S., currently home to nine NHL franchises. This study is exploratory qualitative research that used a case study method to gain familiarity with the phenomenon of NHL fandom in the Sunbelt region. Results from this research discover the key trends and patterns that influenced individuals to become fans of NHL teams in the Sunbelt region. A model of fandom was developed that suggests current fans are the driving factor of the league’s growth. This research provides practical implications for NHL teams in the Sunbelt to build and expand their fan base, as well as lead to a quantitative investigation to narrow in on specific factors and differences among regions in future research.
Showing items related by title, author, creator and subject.
Chung, Jaeyong (uga, 2008-08)Media globalization has transformed traditional sport into a global media sport industry. To understand the revolutionary changes in sport, a new paradigm based on media globalization is now required. However, without ...
Identifying the critical factors in sport consumption decision making process for the millennial sport fans Yim, Hyong Il (uga, 2015-08)The Millennial generation, also referred to as Generation Y, is receiving more attention from marketers due to their population size, consumption power, and their ability to influence the decision making of other consumers ...
Byron, Kipchumba Chelimo (uga, 2014-08)Research on globalization and sport has generated an increased interest among scholars, especially in the area of mega events. However research on globalization and sports as pertains to localized communities particularly ...