Collaborative consumption sport hosting : value and consumption constraints

Abstract

PURPOSE : The purpose of this paper is to find evidence of the benefits and constraints of collaborative consumption experiences by investigating the perceptions of hosts and visitors that attended professional regular season basketball and baseball games in the USA. DESIGN/METHODOLOGY/APPROACH : Data were collected through four focus groups with 37 total participants and were analyzed through qualitative content analysis. FINDINGS : The results show that participants in a collaborative consumption experience perceive four types of value: social interaction and belonging, new fandom, travel bucket list experiences and local and sport knowledge. In addition, the results provide evidence of five consumption constraints related to collaborative consumption: expenses, average experiences, seat location, interpersonal disconnects and personal risk. RESEARCH LIMITATION/IMPLICATIONS : The selection of only two sites for the study limited the data triangulation that was possible. This study should be replicated across a wider range of teams and countries to confirm the main findings of the study. PRACTICAL IMPLICATIONS : Practitioners can use this initial study to better understand the benefits hosts and visitors perceive in the experience, and therefore the kind of experience design that would encourage increased purchases and loyalty. ORIGINALITY/VALUE : This paper provides qualitative insights into the benefits and detriments of a collaborative consumption sport experience, based on participants' involvement in an innovative peer-to-peer platform.