Purpose

This research conceptualises the hallmark event, Melbourne Cup in Australia, as a major sporting brand experience. While numerous studies have explored consumer engagement and experiences in major sporting events, few research studies highlight the negative issues, such as alcoholism, gambling and violence, that may affect consumer engagement and experience. This article addresses the challenges and opportunities of providing immersive and transformative experiences through transformative service research (TSR) approaches when such negative issues are swirling around.

Design/methodology/approach

The paper is conceptual. It uses the example of Melbourne Cup to illuminate aspects of the conceptual framework.

Findings

The article unpacks a myriad of positive and negative immersive brand experiences and contributes a conceptual framework to understand the sporting brand experience phenomenon and shows how authentically responsible marketing approaches can improve the sport spectator experience.

Research limitations/implications

Insights from the extended TSR framework presents implications for various organisations that are involved with strategic destination marketing approaches. It guides key stakeholders to engage in dialogue and collaborate in order to improve the attendee transformative experience. Inviting collaborators will facilitate the exchange of ideas that will improve event organisation. Consistent approaches among hospitality service providers would improve alcohol service and create a safe environment for attendees. The TSR framework guides players of the experience to engage in meaningful dialogue with a common goal to improve consumer wellbeing. Education and training therefore are key elements in the consumer sporting brand experience.

Practical implications

The adapted TSR framework offers insights to destination marketers such as sporting agencies, tour operators and sporting organisations/clubs. Marketers may promote bigger sporting events and organise tours via travel agencies and ignore key elements that may influence attendee decision. Destination marketing organisations (DMOs) can use the framework to promote effective planning and the key initiatives that the iconic event is involved with. The framework can be used as a guide to manage similar international events. Events of major or mega size and international reputation need specific frameworks that address crowd behaviours of similar sizes.

Originality/value

An extended transformative service approach is being conceptualised for major sporting brand experiences. Practical implications are also highlighted for DMOs when raising the profile of city brands.

中文翻译：

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重大体育赛事游客体验的变革性服务研究方法

目的

本研究将澳大利亚墨尔本杯这一标志性赛事概念化为一项主要的体育品牌体验。虽然大量研究探讨了消费者在大型体育赛事中的参与度和体验，但很少有研究强调可能影响消费者参与度和体验的负面问题，例如酗酒、赌博和暴力。本文探讨了在此类负面问题不断涌现时，通过变革性服务研究 (TSR) 方法提供身临其境和变革性体验的挑战和机遇。

设计/方法/途径

这篇论文是概念性的。它使用墨尔本杯的例子来阐明概念框架的各个方面。

发现

这篇文章揭示了无数正面和负面的沉浸式品牌体验，并提供了一个概念框架来理解体育品牌体验现象，并展示了真正负责任的营销方法如何改善体育观众的体验。

研究局限性/影响

来自扩展 TSR 框架的见解对涉及战略性目的地营销方法的各种组织提出了启示。它指导主要利益相关者参与对话和协作，以改善与会者的变革体验。邀请合作者将促进思想交流，从而改进活动组织。酒店服务提供商之间一致的方法将改善酒精服务并为与会者创造一个安全的环境。TSR 框架引导体验参与者以改善消费者福祉为共同目标进行有意义的对话。因此，教育和培训是消费者体育品牌体验的关键要素。

实际影响

经过调整的 TSR 框架为体育机构、旅行社和体育组织/俱乐部等目的地营销人员提供了见解。营销人员可能会宣传更大的体育赛事并通过旅行社组织旅游，而忽略可能影响参加者决定的关键因素。目的地营销组织 (DMO) 可以使用该框架来促进有效规划和标志性事件所涉及的关键举措。该框架可用作管理类似国际事件的指南。大型或超大型活动和国际声誉需要特定的框架来解决类似规模的人群行为。

原创性/价值

一种扩展的变革性服务方法正在被概念化，用于主要的体育品牌体验。在提升城市品牌形象时，还强调了 DMO 的实际意义。