Examination of fan identification level and event quality perception in football (Soccer) spectators

The purpose of the study is to examine fan identification and perception event quality in spectators who attended matches of Antalyaspor in the stadyum located in Akdeniz University campus. Population of this thesis study consisted of spectators who attended matches of Antalyaspor in the stadyum located in Akdeniz University campus. As the number of population was not known the sample size formula (n=t^2 pq/d^2) was utilized and 385 was obtained as the ample size. In order to prevent data losses, a sample size of 500 was used and 471 of 500 questionnaires were found convenient for the study. As data collection tool, the "Sport fan identification scale" developed by Wann ve Branscombe (1993) and adapted to Turkish language by Günay ve Tiryaki (2003) was used. Also "Assessment of event quality scale" developed by Ko, Zhang, Cattani ve Pastore (2011) and adapted to Turkish language by Şimşek (2013) was used. In statistical analysis, Mann Whitney U, Kruskal Wallis, Chi square tests and Spearman correlation analysis were used. When the findings were considered positive significant correlations were detected between sport fan identification level and all subscales of assessment of event quality. It can be stated that when fan identification level increases, the assessment of event quality becomes more positive. Men spectators had higher identification level than women meanwhile in assessöemt of event quality men obtained higher scores in environment and game subscales as well as the total scores obtained from overall scale. One could come to the conclusion that men spectators have more positive attitudes to their team and the event they attend. As the level of identification increases, the perceptions towards stadium environment, skills of players, activities presented and interaction with other spectators also increase in a positive way. This positive attitude may result in higher demand to merchandised products and more awareness to sponsorship actions . Sport clubs that contribute socialization of individuals and provide economical inputs to sport industry should give more importance to identification issue. Keywords: Fan, Quality, Footboll.