Document Type
Article
Publication Date
6-2009
Publication Title
Sport Marketing Quarterly
Volume
18
Issue
2
Pages
92-106
Abstract
This study examines the underlying motives within the ritual of football tailgating and the influence of these motives on ritual commitment. Employing an ethnographic approach, methods include participant observation, informal conversations, and formal interviews. Findings indicate that four basic motivations and the dual nature of these motives perpetuate the tailgating ritual: involvement (preparation and participation), social interaction (camaraderie and competition), inter-temporal sentiment (retrospection and prospection), and identity (collectivism and individualism). The data illustrate that the duality of these motives perpetuates consumers’ commitment to the ritual of tailgating and thus motivates participants to continue tailgating over time. Theoretical and sport marketing implications are discussed.
Identifier
ProQuest document ID 228029326
Recommended Citation
Drenten, Jenna M.; Okleshen Peters, Cara; Leigh, Thomas; and Hollenbeck, Candice R.. Not Just a Party in the Parking Lot: An Exploratory Investigation of the Motives Underlying the Ritual Commitment of Football Tailgaters. Sport Marketing Quarterly, 18, 2: 92-106, 2009. Retrieved from Loyola eCommons, School of Business: Faculty Publications and Other Works,
Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License.
Copyright Statement
© Fitness Information Technology, 2009
Comments
Author Posting © Fitness Information Technology, 2009. This article is posted here by permission of Fitness Information Technology for personal use, not for redistribution. The article was published in Sport Marketing Quarterly, Volume 18, Issue 2, June 2009, http://journals.fitpublishing.com/smq/18-2/