A Mixed-Method Approach to Understand Venue Stimuli???Local Image Fit at Soccer Events: The Case of FC Cincinnati

Abstract

The present study investigated the effectiveness of sport venue stimuli and local image fit in the case of FC Cincinnati at Nippert Stadium. A convergent parallel mixed-methods design was employed to collect and analyze both quantitative and qualitative data, enabling the connection between the two components and facilitating the interpretation of the results. The findings demonstrated that establishing sensory image fit between Nippert Stadium and Cincinnati was achievable, resulting in positive impacts according to both the quantitative and qualitative results. These conclusions, supported by the resource-based view approach, emphasize the importance of organizations leveraging local resources to create value and enhance memorable fan experiences. In practical terms, the applied sensory image fit scale provides venue managers with a powerful tool to assess the current status of stadium operations in terms of sensory stimuli and guide the design and development of venue stimuli for continuous improvement.