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Cliff Diving in Virtual Communities

In: Strategic Innovative Marketing

Author

Listed:
  • Teresa Tiago

    (University of the Azores)

  • Flavio Tiago

    (University of the Azores)

  • Sandra Faria

    (University of the Azores)

  • João Couto

    (University of the Azores)

Abstract

A niche new to global tourism and hospitality managers that combines the growing popularity of tourism with sports is attracting worldwide interest. Red Bull is one of the companies that promote several sporting events across the world that have demonstrated the ability to effectively mix tourism with sports. Evidence shows that people adopt different attitudes regarding tourism sports events choosing either “serious sports tourism” or “casual fan leisure”. Moreover, these tourists tend to bond and interact in distinctive ways in virtual communities linked to the event. The two groups of sport-seeking tourists share a common bond—the sporting event—but their preferences and behavior are quite different. In this sense, uncovering these patterns of tourist behavior can lead to more desirable event offerings, both from the point of view of the destination as well as for the promoting brand. This work analyzes two virtual communities on Facebook and Instagram that are associated with two Red Bull cliff diving events in Portugal and Denmark. An analysis using the STAR model identifies the links between active members of the communities.

Suggested Citation

  • Teresa Tiago & Flavio Tiago & Sandra Faria & João Couto, 2017. "Cliff Diving in Virtual Communities," Springer Proceedings in Business and Economics, in: Androniki Kavoura & Damianos P. Sakas & Petros Tomaras (ed.), Strategic Innovative Marketing, pages 245-250, Springer.
    • Handle: RePEc:spr:prbchp:978-3-319-56288-9_33
    DOI: 10.1007/978-3-319-56288-9_33
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