A comparative analysis of cultural value orientations for understanding sport fan motivations

Purpose – The purpose of this paper is to examine the relationship between cultural value orientations and sport fan motivations. Design/methodology/approach – Data were collected from American and Korean college students. Three separate multivariate analysis of covariance revealed sport fan motivations differ across nationality and cultural value orientation. Findings – The current study provided empirical support for the assumption that individualism-collectivism influences sport fan motivations and geographically different sport consumers. Also, the outcomes were consistent with the previous literature which found sport fan motivations differ across nationality (the USA and South Korea). Originality/value – In combination with prior research, the findings of this study offer suggestions for how marketers could differentiate their marketing strategies for culturally diverse sport consumers.