A Ten-Value-Type Framework Associated With Spectator Sports

Prior value studies in sport settings have been focused on participation rather than spectatorship. This study is an initial step in examining the values associated with spectator sports. Interviews and focus groups were utilized in this qualitative study within four progressive phases for triangulation, transferability, and constant comparative assessment. A total of 54 individuals participated in the study. Because values were subjectively perceived at the highest level of abstraction reflecting desirable preference experiences, the interviews were designed to include seven categories of questions: Three categories dealt with observed behaviors and implied metaphors, and four categories including questions comparing spectator sports and sport participation, religion, other leisure activities, and substitutes. Grounded data techniques guided the coding procedure. Using the transcriptions and notes from 26 interviews and three focus groups, five coders were used to provide evidence of interrater reliability. Based on the results of the data analyses, a 10-value-type framework was developed in relation to spectator sports: (a) Enjoyment (pleasure and satisfaction), (b) Sociability (social interaction through sport spectating), (c) Identity (enhancing self-esteem), (d) Status (pursuing social recognition), (e) Moral, (f) Spirituality (inner peace, strength, meaning, and purpose in life), (g) Epistemic, (h) Aesthetics, (i) Ritual (sports spectating becomes a series of formal and serious acts followed regularly and invariably as end-experience), and (j) no or negative values. Different from Kahle’s (1983), Maslow’s (1970a), and Schwartz’ (1992) value theories, the framework was specifically associated with spectator sports and is expected to better predict spectator sport behavior than does a scale measuring motivations of sports fans