Profiling Sport Fans' Travel Behavior Using the Transtheoretical Model of Change
Document information
| Author | Musgrave, James |
| School | Leeds Beckett University |
| Year of publication | 2020 |
| Place | Leeds |
| Document type | article |
| Language | English |
| Number of pages | 43 |
| Format | |
| Size | 422.39 KB |
- Sport Events
- Travel Behavior
- Transtheoretical Model of Change
Summary
I. Introduction to Travel Behavior
The study of travel behavior among sport fans is crucial in understanding the dynamics of attendance at sporting events. The Transtheoretical Model of Change (TTM) serves as a framework to analyze how fans transition through various stages of change regarding their travel habits. The research highlights that atmospheric emissions from road traffic significantly contribute to climate change, emphasizing the need for sustainable travel practices. Notably, 75.3 million adult Americans travel for sport and leisure, with transportation being the largest source of carbon emissions during these events. The findings underscore the importance of examining the underlying behaviors that influence travel choices, such as the company in which fans travel, frequency, and modal choices. This exploration is vital for developing effective transport policies that align with environmental sustainability goals.
1.1 The Role of TTM in Travel Behavior
The Transtheoretical Model of Change provides a structured approach to understanding how individuals modify their travel behavior. The model's constructs—stages of change, processes of change, self-efficacy, and decisional balance—are instrumental in assessing the motivations behind fans' travel decisions. The study reveals that while there is a theoretical alignment with the TTM, actual behaviors often diverge, particularly in the early stages of change. This discrepancy highlights the necessity for further research to bridge the gap between theory and practice. The insights gained from applying TTM to sport fans' travel behavior can inform policymakers and event organizers, enabling them to devise strategies that encourage sustainable travel practices among attendees.
II. Methodology and Data Collection
The research employed a self-reporting survey distributed to sport fans prior to home fixtures, utilizing the four constructs of the Transtheoretical Model of Change. This methodology allowed for the collection of data on fans' current travel behaviors and their openness to change. The survey aimed to identify the stages of change that fans occupy and the factors influencing their travel decisions. The findings indicated a significant commitment to social travel, suggesting that fans often prioritize traveling with others over individual preferences. This insight is critical for understanding the social dynamics at play in travel behavior and can guide future interventions aimed at promoting sustainable travel options.
2.1 Analysis of Survey Results
The analysis of survey results revealed a complex interplay between the stages of change and fans' travel behaviors. While many fans demonstrated a willingness to change their travel habits, the results indicated a strong adherence to existing social norms and practices. The study found that fans in the early stages of change exhibited a high level of commitment to traveling with others, which often conflicted with the theoretical expectations of the TTM. This finding suggests that social influences play a significant role in shaping travel behavior, highlighting the need for targeted strategies that address these social dynamics. By understanding these influences, stakeholders can better design interventions that encourage fans to adopt more sustainable travel practices.
III. Implications for Policy and Practice
The findings of this study have significant implications for policymakers and event organizers. By applying the insights gained from the Transtheoretical Model of Change, stakeholders can develop targeted interventions that promote sustainable travel behaviors among sport fans. The research emphasizes the importance of understanding the antecedents of behavior change indicators relevant to sport fans. This understanding can enable policymakers to create informed strategies that address the unique travel behaviors of fans, ultimately contributing to more sustainable event management practices. The study advocates for a collaborative approach that involves fans in the decision-making process, ensuring that interventions are aligned with their preferences and social dynamics.
3.1 Future Research Directions
Future research should focus on expanding the application of the Transtheoretical Model of Change to various contexts within the realm of sport and leisure travel. Investigating the long-term effects of interventions designed to promote sustainable travel behaviors will provide valuable insights into the effectiveness of different strategies. Additionally, exploring the role of technology and social media in influencing travel behavior could yield important findings. Understanding how these modern tools can facilitate behavior change among sport fans will be essential for developing innovative solutions that align with contemporary travel practices.
Document reference
- Travelling to a sport event: Profiling sport fans against the Transtheoretical Model of Change (Musgrave, J; Jamson, S; Jopson, A)
- Atmospheric emissions arising from road traffic continue to increase and contribute to climate change (Gardner, G; Abraham, J)
- Travel for social and leisure pastimes will increase across Europe (Ettema, D; Schwanen, T)
- Visitor travel was the largest environmental impact in staging a major sport event (Collins, A; Flynn, A; Munday, M; Roberts, D)
- Empirical evidence points to a more heuristic and contextual viewpoint where social and cultural settings derived from institutional, political and legislative patterns can shape early learning and influence personal intentions to travel (Schwanen, T; Lucas, K)