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Keywords: Sport spectators
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Journal Articles
Perceived risk-based sport spectator segmentation during the pandemic situation
Available to Purchase
Asia Pacific Journal of Marketing and Logistics (2024) 36 (6): 1482–1503.
Published: 10 January 2024
...Taeahn Kang; Rei Yamashita; Hirotaka Matsuoka Purpose Although many attempts to discover key segments of sport spectators have been extant, little segmentation effort has been made to reflect pandemic situations such as the COVID-19 pandemic. The purpose of this research is twofold: (1...
