Role of Sporting Events as Ethnoculture's Emblems: Impact of Acculturation and Ethnic Identity on Consumers’ Orientation toward Sporting Events

Abstract

In this study, acculturation and ethnic identity are presented as multidimensional constructs. Their relative impact on consumers’ orientation toward sporting events is examined, and the strength of their influence in shaping consumers’ orientation toward sporting events is confirmed through regression analyses. Additionally, the study demonstrates the truly cultural nature of sporting events and the development of a specific market segment among cultural groups. Finally, it is proposed that through sporting events consumption and orientation, cultural groups in a host country may exhibit a duel, complex ethnic definition.