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Author
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Moyo, Andrew
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Title
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Introducing a corporate hospitality framework for optimum match day fan experience in the Premier Soccer League in Harare, Zimbabwe.
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Abstract
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The objectives of the study were to explore different corporate hospitality activities that can optimize match day fan experience in the Zimbabwean Premier Soccer League in Harare. The impact of corporate hospitality was unravelled, taking into cognizance the different challenges faced in the implementation of hospitality activities. This study is explorative, with the researcher`s major goal being to try and understand the challenges that clubs face in coming up with a hospitality framework that optimizes match day fan experience in the Premier Soccer League. The inductive approach was used in the study. The approach has been chosen to establish existing gaps that need intervention to promote sports hospitality. The research was carried out on the six Premier Soccer League teams in Harare namely Dynamos, Caps United, Herentals, Yadah, Cranborne, and Black Rhinos Football Club. 40 soccer fans, 10 stadium managers, 10 Premier League officials, and 10 team managers were given questionnaires. 3 soccer fans, 2 stadium managers, 2 sponsors, 3 Premier League officials, and 5 team managers were interviewed. These were chosen because of the important characteristics that are based on the research. Qualitative data was organised into themes using the NVivo 14 software where the SPSS was used to perform descriptive statistics and for quantitative data. The study showed that fan engagement activities are sporadically organized but there is a lack of consistency and creativity, resulting in repetitive and uninspiring fan experience. The existing stadiums and facilities are not designed to meet the requirements and expectations of modern corporate hospitality. The study on its recommendations prioritized the fostering of strong partnerships and collaboration with relevant stakeholders, including clubs, stadium authorities, corporate sponsors, local businesses, and fan organizations. Engagement of stakeholders ensures a collective effort and shared commitment towards enhancing the match day experience. Future studies can explore the potential impact of emerging technologies, such as virtual reality, artificial intelligence, and wearable devices, on enhancing the match-day fan experience in the Premier Soccer League in Harare.
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Date
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March 2024
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Publisher
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BUSE
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Keywords
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corporate hospitality framework,fan experience,Premier Soccer League,Harare.
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Supervisor
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NIL
