Experiential value of participation in angling competition – a study from Finland
Keywords:Fishing tourism, customer value, tourist experience, experience value, special interest tourism
Competitive fishing is a global phenomenon covering thousands of fishing contests annually. We studied the experiential value of angling competitions from the participants’ point of view by using an online survey data among Finnish anglers who had been on an overnight angling competition trip within the last two years. The theory of consumption values is used as the basis for our theoretical framework, including functional, social, emotional, epistemic, and conditional value, while togetherness was suggested as the sixth value dimension. The value dimensions were measured with 45 variables. We used principal component and cluster analyses to identify three value-based clusters among respondents: Wellbeing seekers, Family-oriented competitors, and Novelty seekers. Novelty seekers were the youngest and least experienced group who are looking for novelty and they want to learn new things in competitive angling. Family-oriented competitors were the oldest and most experienced in competitive angling, and they valued friendship, family, and togetherness more than others. Wellbeing seekers were focused on self-development and positive effects on their wellbeing. Notably, proper and equal competition arrangements were the most important source of functional value. Surprisingly, the role of catching fish per se seems to be a minor contributor to the fishing competition experience value.
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Copyright (c) 2022 Jarno Suni, Raija Komppula, Raine Kortet
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