The intersection of pop culture and non-traditional sports: An examination of the niche market of quidditch

Cohen, A; Brown, B; Peachey, JW

The intersection of pop culture and non-traditional sports: An examination of the niche market of quidditch

Cohen, A

Brown, B Peachey, JW

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Publication Type:: Journal Article
Citation:: International Journal of Sport Management and Marketing, 2012, 12 (3-4), pp. 180 - 197
Issue Date:: 2012-12-01

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Field	Value	Language
dc.contributor.author	Cohen, A https://orcid.org/0000-0003-2149-0654	en_US
dc.contributor.author	Brown, B	en_US
dc.contributor.author	Peachey, JW	en_US
dc.date.issued	2012-12-01	en_US
dc.identifier.citation	International Journal of Sport Management and Marketing, 2012, 12 (3-4), pp. 180 - 197	en_US
dc.identifier.issn	1475-8962	en_US
dc.identifier.uri	http://hdl.handle.net/10453/115355
dc.description.abstract	The real sport of quidditch was recently adapted from the fictional sport of the same namesake in the Harry Potter (HP) franchise. Quidditch is played at hundreds of locations across the USA and around the world. Considering the lack of marketing research on non-traditional, co-ed sports and the innovative nature of quidditch, the purpose of this research was to conduct a qualitative, grounded theory study (Strauss and Corbin, 1990) on the athletes and determine how involvement and identification is associated with these individuals becoming a viable niche market within the sports industry. Five factors led towards a desire to partake in quidditch and become involved and identified with the sport: identification with Harry Potter, camaraderie and friendship, desire to have fun, desire to try something new, and desire to get in shape. Copyright © 2012 Inderscience Enterprises Ltd.	en_US
dc.relation.ispartof	International Journal of Sport Management and Marketing	en_US
dc.relation.isbasedon	10.1504/IJSMM.2012.052666	en_US
dc.subject.classification	Marketing	en_US
dc.title	The intersection of pop culture and non-traditional sports: An examination of the niche market of quidditch	en_US
dc.type	Journal Article
utslib.citation.volume	3-4	en_US
utslib.citation.volume	12	en_US
utslib.for	1504 Commercial Services	en_US
utslib.for	1106 Human Movement and Sports Sciences	en_US
utslib.for	1505 Marketing	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Business
pubs.organisational-group	/University of Technology Sydney/Faculty of Business/Management Discipline
utslib.copyright.status	open_access
pubs.issue	3-4	en_US
pubs.publication-status	Published	en_US
pubs.volume	12	en_US

Abstract:

The real sport of quidditch was recently adapted from the fictional sport of the same namesake in the Harry Potter (HP) franchise. Quidditch is played at hundreds of locations across the USA and around the world. Considering the lack of marketing research on non-traditional, co-ed sports and the innovative nature of quidditch, the purpose of this research was to conduct a qualitative, grounded theory study (Strauss and Corbin, 1990) on the athletes and determine how involvement and identification is associated with these individuals becoming a viable niche market within the sports industry. Five factors led towards a desire to partake in quidditch and become involved and identified with the sport: identification with Harry Potter, camaraderie and friendship, desire to have fun, desire to try something new, and desire to get in shape. Copyright © 2012 Inderscience Enterprises Ltd.

Please use this identifier to cite or link to this item:

http://hdl.handle.net/10453/115355