{"id":171,"date":"2004-03-06T13:53:00","date_gmt":"2004-03-06T19:53:00","guid":{"rendered":""},"modified":"2015-03-20T08:35:48","modified_gmt":"2015-03-20T13:35:48","slug":"consumer-experience-tourism-and-brand-bonding-a-look-at-sport-related-marketers","status":"publish","type":"post","link":"https:\/\/thesportjournal.org\/article\/consumer-experience-tourism-and-brand-bonding-a-look-at-sport-related-marketers\/","title":{"rendered":"Consumer Experience Tourism and Brand Bonding: A Look at Sport-Related Marketers"},"content":{"rendered":"
Submitted by: Mark A. Mitchell, Robert Montgomery & Sheila J. Mitchell<\/div>\n

ABSTRACT<\/strong><\/h2>\n

This manuscript reviews the growing use of manufacturing plant tours,
\ncompany museums, and company visitor centers by sport-related marketers
\n(equipment manufacturers, venues, etc) to cultivate relationships with
\nexisting and potential consumers. Consumer Experience Tourism provides
\nthe user (i.e., the consumer) with an experience regarding a product,
\nits operation, production process, history, and historical significance.
\nSuch brand bonding may contribute to higher levels of involvement with
\na product\/brand and brand loyalty. Ultimately, the bond between consumers
\nand brands may be strengthened by the availability of such consumer experiences.
\nSuch tourism opportunities provided by sport-related firms are profiled.<\/p>\n

<\/p>\n

INTRODUCTION<\/h2>\n

The National Sporting Goods Association tracks the annual sales of sports
\nequipment, footwear, clothing, and recreational transportation (such as
\nbicycles, pleasure boats, RVs, and snowmobiles). For 2003, it is estimated
\nthese four product categories combined for almost $80 billion in sales
\n(sports equipment, $22.2 billion; footwear, $14.4 billion; clothing, $10.1
\nbillion; and recreational transportation, $40 billion (please see nsga.org).<\/p>\n

The Relationship Marketing orientation has prompted brand managers to
\nseek new and innovative ways of creating long-lasting, mutually-beneficial
\nrelationships (or bonds) with a most important asset; namely, their customers.
\nIncreasingly, brand managers are recognizing the opportunity to showcase
\na product\u2019s creation and\/or evolution as an important catalyst for
\nforging stronger bonds with consumers. So, interested consumers\/tourists
\ncan witness the production of such items as Calloway Golf Clubs, Fleetwood
\nRVs, Louisville Slugger Baseball Bats, Trek Bicycles, and Harley-Davidson
\nMotorcycles.<\/p>\n

The purpose of this manuscript is to evaluate the growing use of manufacturing
\nplant tours, company museums, and company visitor centers by sport-related
\nmarkets to cultivate stronger relationships with consumers and to (hopefully)
\nstimulate greater brand loyalty. First, the concept of Consumer Experience
\nTourism is defined. Second, the underlying interest in this type of tourism
\nactivity is reviewed. Third, the target consumers for such tourism venues
\nare examined. Next, existing Consumer Experience Tourism efforts of sport-related
\nmarketers are profiled. Finally, the desired outcomes of these efforts
\nare discussed.<\/p>\n

CONSUMER EXPERIENCE TOURISM<\/h2>\n

Manufacturing plant tours, company museums, and company visitor centers
\nrepresent a segment of tourism known by different names: manufacturing
\ntourism, industrial attractions, industrial tourism, and industrial heritage
\ntourism. The shared desire of such facilities is to establish a bond between
\na consumer and brand as the consumer learns about the brand, its operation,
\nproduction process, history, and historical significance. The term \u201cConsumer
\nExperience Tourism” represents a unifying theme for this segment
\nof the tourism industry. This term captures the consumer\u2019s ability
\nto discover more about the brands they consume while manufacturers can
\nforge closer relationships with those consumers during the 30-120 minutes
\nof time spent as the facility\u2019s guests (Mitchell and Mitchell 2000,
\n2001, 2002; Mitchell and Orwig 2002). (The abbreviation CET will be used
\nthroughout the manuscript to represent Consumer Experience Tourism.)<\/p>\n

Involvement With a Brand<\/h2>\n

Brand managers seek to address consumer needs at three levels: functional
\n(providing solutions to consumer problems); symbolic (providing satisfaction
\nof psychological desires); and experiential (providing sensory pleasure,
\nvariety, and cognitive stimulation) (Park, Jaworski, and MacInnis, 1986).
\nCET can strengthen the bond between consumers and brands by providing
\na visual presentation of the brand, its operation, production process,
\nhistory, and historical significance. Such a bond may be viewed as an
\nincreased level of personal involvement with the brand and (assumedly)
\ntranslates into greater brand loyalty. For example, a parent seeking to
\ncultivate a child\u2019s interest in baseball can take that child to
\nthe Louisville Slugger tour (Louisville, KY).<\/p>\n

Cognitive involvement reflects a consumer\u2019s interest in thinking
\n(or learning more) about a product (Park and Young, 1986). CET may increase
\nthe consumer\u2019s level of cognitive involvement by stimulating thinking
\nabout the brand and its production processes. So, an active golfer may
\nappreciate witnessing the manufacturing processes used by Karsten Manufacturing
\n(i.e., Ping) (Phoenix, AZ) or Calloway (Carlsbad, CA). Further, the positive
\nword-of-mouth communication stimulated by satisfied visitors may be deemed
\nmore credible than other paid forms of promotion.<\/p>\n

INTEREST IN CONSUMER EXPERIENCE TOURISM<\/h2>\n

Many people think of manufacturing plant tours, company museums, and
\ncompany visitor centers as low-cost entertainment (and educational) options
\nfor parents with children because such tours are typically free or require
\nonly a nominal fee (Lukas, 1998). While this is a key target market and
\na benefit the consumer may seek, the root cause of this fascination runs
\nmuch deeper.<\/p>\n

Harris (1989) and Prentice (1993) point out that factories and mines
\nhave historically employed a large percentage of the American workforce.
\nThe shift to a service economy takes individuals out of the factories.
\nThis removes people spatially and culturally from the manufacturing sector
\nproviding less contact and little first-hand knowledge of industrial work.
\nThe plant tour creates a novel and nostalgic view of industrial work,
\nwhich in turn feeds tourist interest in manufacturing processes. Harris
\nand Prentice further note that many younger workers\u2019 lack of factory
\nwork experience progresses naturally toward an increasing curiosity about
\nthe topic.<\/p>\n

Older employees may relish the experience of “returning to their
\nroots\u201d. Rudd and Davis (1998) identify the industrial revolution
\nas a defining event in American history with company plant tours providing
\nusers a look at our collective past. Richards (1996) notes the industrial
\nrevolution created an era where the transition from modern to obsolete
\noccurs more rapidly. As such, products of older technology are considered
\ncultural and historical artifacts creating feelings of nostalgia among
\nsociety. Company museums or visitor centers capitalize on these emotions
\nby providing a sentimental, bonding experience between buyer and brand.<\/p>\n

The \u201cRetro Example\u201d<\/h2>\n

The current interest in retro sports clothing is a manifestation of
\nthis interest, even fascination, with the past. All four major North American
\nsports leagues are aggressively pursuing this growing market (Finney 2003).
\nThrowback jerseys and other merchandise have become a $1 billion global
\nindustry. The National Basketball Association (or, NBA) sold over $400
\nmillion worth of its Hardwood Classics in 2002. The National Hockey League
\n(or, NHL) is approaching $250 million in vintage merchandise sales. It
\nis interesting to note that many of these jerseys, ball caps, and other
\nitems represent teams that no longer exist (i.e., Winnipeg Jets or Quebec
\nNordiques) or former stars (i.e., Bobby Clarke) (Westhead 2003). The Negro
\nLeagued Baseball Museum (Kansas City, MO) considers such merchandising
\ninitiatives an opportunity to educate younger fans about an important
\npart of American and sport history (Spellman 2003).<\/p>\n

Sports venues designed as \u201cretro\u201d or \u201cthrow-back\u201d
\nfacilities are another interesting manifestation of this interest in the
\ngame\u2019s history. While Wrigley Field, Fenway Park, and Yankee Stadium
\ncontinue to be held in high regard for their historic value, newer ballparks
\nhave been designed to capture the old ambiance of a day at the park while
\nenhancing customer comfort. Such parks as PNC Park (Pittsburgh Pirates),
\nJacobs Field (Cleveland Indians), Camden Yards (Baltimore Orioles), Comerica
\nPark (Detroit Tigers), or Conseco Fieldhouse (Indiana Pacers) have embraced
\nthe past while enhancing fan (and player) comfort.<\/p>\n

TARGET CONSUMERS FOR CONSUMER EXPERIENCE TOURISM<\/h2>\n

A manufacturer can use its physical facilities to establish (or strengthen)
\nthe bond with a variety of parties. The target consumers for CET
\n<\/em><\/strong>can be divided into three categories: current and potential consumers,
\nbusiness partners, and community stakeholders.<\/p>\n

Bonding With Consumers<\/strong><\/h2>\n

Manufacturing plant tours, company museums, and company visitor centers
\nhave become a low-cost entertainment option for families, community groups,
\nbusiness travelers, and others. They provide a day trip option for local
\nresidents. Schools also benefit through field trips for area students
\nand teachers. Business travelers become aware of best practices from firms
\nin both related and unrelated industries (Axelrod and Brumberg 1997).
\nPrentice (1993) notes that areas with large numbers of business travelers
\nare particularly fertile for the development of such a tourism venue as
\ntravelers can invest a small amount of time and have a valuable experience
\nwith a brand. So, a salesperson can spend approximately 1 hour at the
\nBMW Zentrum in Greer, SC as they travel the Greenville-Spartanburg area
\nor as they shuttle from Charlotte to Atlanta.<\/p>\n

Bonding With Business Partners<\/h2>\n

Though business associates are also frequently users of a brand, their
\ninterests are typically more professional than personal. Lucas (1998)
\nsuggests, \u201cmuseums create the specter of the Wizard of Oz, but factory
\ntours provide a glimpse of the man behind the curtain.\u201d Business
\nrelationships enhanced by CET include corporate managers, future employees,
\nnew sales agents, industrial suppliers, shareholders, and others. Plant
\ntours provide corporate managers with an enhanced understanding of how
\nmanufacturing capabilities contribute to a company’s strength in the marketplace.<\/p>\n

The plant tour may also be an effective means of identifying and recruiting
\nfuture employees by creating interest in the company\u2019s manufacturing
\nprocesses (Day, 1990). Upton (1997) suggests that everyone who interacts
\nwith a manufacturing plant (i.e., buyers, suppliers, managers, employees,
\nand so on) benefits from a comprehensive look at the manufacturing process.<\/p>\n

Bonding With Community Stakeholders<\/h2>\n

Plant tours may be an effective means of communicating with regulatory
\nagencies and\/or public interest groups. For instance, Nike commissioned
\na panel to review its operations in China, Indonesia, and Vietnam to counter
\nperceptions of unfair labor practices and working conditions. The review
\nprocess included on-site plant tours and visits with local employees.
\nThe company received a favorable review with respect to this volatile
\npublic relations issue (Neuborne, 1997). Conducting tours of new facilities
\nduring grand openings is commonly practiced, with target consumers including
\nshareholders, politicians, dignitaries and reporters. While target audiences
\nmay have individual motivations for taking such a tour and may seek different
\noutcomes from it, it is certain that people are interested in the work
\nof others.<\/p>\n

CONSUMER EXPERIENCE TOURISM EFFORTS BY SPORT MARKETERS<\/strong><\/h2>\n

Currently, a number of sport marketers provide manufacturing plant tours,
\ncompany museums, and company visitor centers to support their products.
\nThese firms compete in such diverse product categories as baseball\/softball
\nequipment, golf clubs, fishing equipment, boats, and others (see Table
\nOne<\/strong>).<\/p>\n

Table One
\nConsumer Experience Tourism Offerings of Sport Equipment Manufacturers<\/p>\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n
Company Name<\/strong><\/td>\nLocation<\/strong><\/td>\nProduct Category<\/strong><\/td>\n<\/tr>\n
Karsten Manufacturing (Ping)<\/td>\nPhoenix, AZ<\/td>\nGolf Equipment<\/td>\n<\/tr>\n
Calloway Golf<\/td>\nCarlsbad, CA<\/td>\nGolf Equipment<\/td>\n<\/tr>\n
Correct Craft (Ski Nautiques water-ski boats)<\/td>\nOrlando, FL<\/td>\nBoats<\/td>\n<\/tr>\n
Coachman RVs<\/td>\nMiddlebury, IN<\/td>\nRVs<\/td>\n<\/tr>\n
Jayco RVs<\/td>\nMiddlebury, IN<\/td>\nRVs<\/td>\n<\/tr>\n
Hillerich and Bradsby
\n(Louisville Slugger, PowerBilt)<\/td>\n		Louisville, KY<\/td>\nBaseball Equipment
\nGolf Equipment<\/td>\n<\/tr>\n
Arctco (Arctic Cat)<\/td>\nThief River Falls, MN<\/td>\nSnowmobiles<\/td>\n<\/tr>\n
Christian Brothers<\/td>\nWarroad, MN<\/td>\nHockey Sticks<\/td>\n<\/tr>\n
Polaris<\/td>\nRoseau, MN<\/td>\nSnowmobiles<\/td>\n<\/tr>\n
Airstream<\/td>\nJackson Center, OH<\/td>\nRVs<\/td>\n<\/tr>\n
Goodyear<\/td>\nAkron, OH<\/td>\nTires<\/td>\n<\/tr>\n
Wooden Touch Putters (Oregon Connection)<\/td>\nCoos Bay, OR<\/td>\nGolf Equipment<\/td>\n<\/tr>\n
Luhr-Jensen Lures<\/td>\nHood River, OR<\/td>\nFishing Equipment<\/td>\n<\/tr>\n
Harley-Davidson<\/td>\nYork, PA<\/td>\nMotorcycles<\/td>\n<\/tr>\n
Vanguard Racing Sailboats<\/td>\nBristol, RI<\/td>\nBoats<\/td>\n<\/tr>\n
Worth<\/td>\nTullahoma, TN<\/td>\nBaseball and Softball Equipment<\/td>\n<\/tr>\n
Nocona Athletic<\/td>\nNocona, TX<\/td>\nBaseball and Football Equipment<\/td>\n<\/tr>\n
K2<\/td>\nVashon, WA<\/td>\nSkiing Equipment<\/td>\n<\/tr>\n
Trek<\/td>\nWaterloo, WI<\/td>\nBicycles<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

Source: Axelrod, K. and B. Brumberg (1997), Watch
\nIt Made in the U.S.A<\/span><\/em>.<\/span>, Sante Fe, NM: John Muir Publications.<\/strong><\/p>\n

A list of automotive-related tours is separated and presented in Table
\nTwo<\/strong>.<\/p>\n

Table Two
\nConsumer Experience Tourism Offerings of Automobile Manufacturers<\/p>\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n
Company Name<\/strong><\/td>\nLocation<\/strong><\/td>\nProduct Category<\/strong><\/td>\n<\/tr>\n
Mercedes Benz<\/td>\nVance, AL<\/td>\nAutomobiles<\/td>\n<\/tr>\n
Mitsubishi Automobile<\/td>\nNormal, IL<\/td>\nAutomobiles<\/td>\n<\/tr>\n
Corvette<\/td>\nBowling Green, KY<\/td>\nAutomobiles<\/td>\n<\/tr>\n
Ford<\/td>\nLouisville, KYEdison, NJ<\/td>\nAutomobiles<\/td>\n<\/tr>\n
Toyota<\/td>\nGeorgetown, KY<\/td>\nAutomobiles<\/td>\n<\/tr>\n
General Motors<\/td>\nFlint, MIJanesville, WI<\/td>\nAutomobiles<\/td>\n<\/tr>\n
Goodyear<\/td>\nAkron, OH<\/td>\nTires<\/td>\n<\/tr>\n
Honda<\/td>\nMarysville, OH<\/td>\nAutomobilesMotorcycles<\/td>\n<\/tr>\n
BMW<\/td>\nGreer, SC<\/td>\nAutomobiles<\/td>\n<\/tr>\n
Nissan<\/td>\nSmyrna, TN<\/td>\nAutomobiles<\/td>\n<\/tr>\n
Saturn<\/td>\nSpring Hill, TN<\/td>\nAutomobiles<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

Source: Axelrod, K. and B. Brumberg (1997), Watch
\nIt Made in the U.S.A<\/span><\/em>.<\/span>, Sante
\nFe, NM: John Muir Publications.<\/strong><\/p>\n

It should be noted that NASCAR drivers\/owners have been particularly
\nactive in embracing CET for their use. NASCAR fans can visit the working
\ngarage of their favorite drivers and witness the preparation of the very
\ncars they will watch later at the track. The most popular destinations
\nfor NASCAR fans include Joe Gibbs Racing, Hendrick Motor Sports, Dale
\nEarnhardt Incorporated, Petty Enterprises, and others. The majority of
\nsuch facilities are located in close proximity to Charlotte, NC. Additionally,
\nmost larger racetracks provide tours of their facilities including garage
\nareas, pits, and grandstands. An example list (not exhaustive) of these
\ntracks is presented in Table Three<\/strong>.<\/p>\n

Table Three
\nExample Motor Sport Tracks Offering Public Tours<\/p>\n\n\n\n\n\n\n\n\n\n\n\n\n
Name of Track<\/strong><\/td>\nLocation<\/strong><\/td>\n<\/tr>\n
Atlanta Motor Speedway<\/td>\nAtlanta, GA<\/td>\n<\/tr>\n
Las Vegas Motorspeedway<\/td>\nLas Vegas, NV<\/td>\n<\/tr>\n
Lowe\u2019s Motor Speedway<\/td>\nConcord, NC<\/td>\n<\/tr>\n
Daytona International Speedway<\/td>\nDaytona, FL<\/td>\n<\/tr>\n
Texas Motor Speedway<\/td>\nFort Worth, TX<\/td>\n<\/tr>\n
Indianapolis Motor Speedway<\/td>\nSpeedway, IN<\/td>\n<\/tr>\n
Talladega Superspeedway<\/td>\nTalladega, AL<\/td>\n<\/tr>\n
Kentucky Speedway<\/td>\nSparta, KY<\/td>\n<\/tr>\n
Kansas Speedway<\/td>\nKansas City, KS<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

Source: Original constructed from information gained
\nfrom nascar.com.<\/strong><\/p>\n

As new stadiums have been built for professional teams, their owners
\nhave identified the value of opening their facilities to the general public
\nfor tours. Fans can now tour such venues as Lincoln Financial Field (Philadelphia
\nEagles, NFL), Invesco Field at Mile High (Denver Broncos, NFL), PNC Park
\n(Pittsburgh Pirates, MLB), Camden Yards (Baltimore Orioles, MLB), and
\nthe American Airlines Center (Dallas Mavericks, NBA and Dallas Stars,
\nNHL). And, some older ballparks continue to welcome guests to take nostalgic
\ntours of their facilities, including Wrigley Field (Chicago Cubs, MLB),
\nFenway Park (Boston Red Sox, MLB), Yankee Stadium (New York Yankees, MLB),
\nNew Orleans Superdome (New Orleans Saints, NFL), and others.<\/p>\n

Table Four
\nAdditional Sport Halls of Fame<\/p>\n\n\n\n\n\n\n\n\n\n\n\n\n\n
Name<\/strong><\/td>\nLocation<\/strong><\/td>\n<\/tr>\n
Bowling Hall of Fame and Museum<\/td>\nSt. Louis, MO<\/td>\n<\/tr>\n
United States Golf Association Museum and Library<\/td>\nFar Hills, NJ<\/td>\n<\/tr>\n
International Tennis Hall of Fame and Museum<\/td>\nNewport, RI<\/td>\n<\/tr>\n
U.S. Bicycling Hall of Fame<\/td>\nSomerville, NJ<\/td>\n<\/tr>\n
Lacrosse Hall of Fame<\/td>\nBaltimore, MD<\/td>\n<\/tr>\n
World Figure Skating Museum and Hall of Fame<\/td>\nColorado Springs, CO<\/td>\n<\/tr>\n
America\u2019s Cup Hall of Fame<\/td>\nBristol, RI<\/td>\n<\/tr>\n
Negro Leagues Baseball Museum<\/td>\nKansas City, MO<\/td>\n<\/tr>\n
United States Slo-Pitch Softball Hall of Fame<\/td>\nPetersburg, VA<\/td>\n<\/tr>\n
Weightlifting Hall of Fame<\/td>\nYork, PA<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

Source: Arany, L. and A. Hobson (1998), Little
\nMuseums: Over 1,000 Small (And Not-So-Small) American Showplaces<\/span><\/em>,
\nHenry Holt, New York.<\/strong><\/p>\n

DESIRED OUTCOMES FROM CONSUMER EXPERIENCE TOURISM<\/h2>\n

Involvement theory suggests that consumers who have witnessed a product’s
\nproduction may become more brand loyal as a result of their identification
\nwith the product, their familiarity with the production process, their
\nfirst-hand interaction with employees, first-hand witness to their quality
\nassurance processes, and other internal needs. As such, business outcomes
\nsuch as growth in buyer loyalty, sales, profitability, and market share
\nare some of the outcomes sought by companies that provide manufacturing
\nplant tours, company museums, and company visitor centers. It would be
\nmyopic, however, to suggest CET is solely driven by the desire to increase
\nsales, profitability, or market share. Other outcomes sought focus on
\ncompany image, education, and open communication.<\/p>\n

Company Image<\/strong><\/h3>\n

Plant tours provide firms the opportunity to build a relationship with
\nlocal residents. This can be particularly important if the product or
\nproduction processes are perceived to pose environmental concerns (i.e.,
\na car plant that produces air emissions). When public funds are used to
\nbuild sports arenas, owners may seek to enhance their image by showcasing
\nwhat the public has received for their investment.<\/p>\n

Education<\/strong><\/h3>\n

Plant tours provide a multi-sense experience for consumers, employees,
\nshareholders, suppliers, and other stakeholders. Consumers can bond with
\nbrands. Company employees can visualize the larger manufacturing process
\nand appreciate the contribution their particular function or sub-routine
\nmakes to the finished good. As noted earlier, the licensing of retro sports
\nimages by the Negro League Museum (Baseball) allows younger consumers
\n(often African-Americans) to learn more about the historical significance
\nof the league and its players.<\/p>\n

Salespeople, as well as external sales agents, can study the manufacturing
\nprocesses to be better prepared to answer (and anticipate) buyer questions.
\nFor example, a sporting goods sales representative can better appreciate
\nthe manufacturing processes used by Worth to produce its line of baseball
\nand softball equipment. This representative then carries this knowledge
\ninto the marketplace. A firm\u2019s shareholders (for example, Calloway
\nGolf, Ford, Goodyear, Harley-Davidson) can witness the processes used
\nby the firms in which they have an equity position. Finally, some academic
\nand professional associations include plant tours on their meeting agendas
\nfor continuing education.<\/p>\n

Open Communication<\/span><\/strong><\/p>\n

An open manufacturing process conveys to others an open communication
\nstyle of an organization (i.e., we’ve got nothing to hide). Positive word-of-mouth
\ncommunication is stimulated among satisfied on-lookers. Campers having
\nwitnessed the manufacturing of their Jayco or Coachman RVs may be more
\nlikely to share their confidence in their units with fellow campers. News
\nmedia may provide “free press” given the novelty of the open
\napproach to manufacturing (such as the wooden head golf putters produced
\nby Oregon Connection. While some argue the opportunity for “true”
\nbenchmarking may be overstated, one key outcome of industrial tourism
\nprograms for managers is the openness of communication and the ability
\nto learn from others (Hinton, 1996).<\/p>\n

SUMMARY STATEMENTS<\/h2>\n

Consumer experience tourism provides the consumer with a bonding experience
\nregarding a brand, its operation, production process, history, and historical
\nsignificance. A consumer witnessing the production of their favorite brand
\nof golf equipment, snowmobiles, fishing equipment, or softball bats may
\nbecome a more brand loyal user as their level of involvement with the
\nbrand intensifies. Such an experience may increase the buyer\u2019s cognitive
\ninvolvement with the brand while addressing the buyer\u2019s need for
\nexperiential learning. Further, the aura of the manufacturing process
\nor historical evolution of the brand may become an integral part of brand\u2019s
\nimage (e.g., as mechanics create race cars in NASCAR garages). Finally,
\nthis same tourist may become a credible spokesperson for the firm as s\/he
\nshares with others the excitement of watching their hockey sticks, baseball
\nbat or skis actually being produced. Toward this end, CET can become an
\nintegral part of a firm\u2019s integrated marketing communications program.<\/p>\n

As the U.S. economy continues its progression from a manufacturing-driven
\neconomy to one driven by services and information, the interest in “how
\nthings work” or “how’d they make that” intensifies. The
\nseparation from the manufacturing process feeds the growing interest in
\nCET. Further, citizens studying current processes used to produce familiar
\nbrands can celebrate the industrial heritage of their nation. Ultimately,
\nthe bond between consumers and brands may be strengthened by the availability
\nof manufacturing plant tours, company museums, and company visitor centers.
\nThe relative importance of these outreach efforts, in addition to their
\navailability, will likely increase as the competition for sports equipment
\nand entertainment further intensifies.<\/p>\n

REFERENCES<\/h2>\n
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    \nVol 50 October, p. 136.<\/li>\n
  17. Prentice, R. (1993), Tourism and Heritage Attractions<\/span><\/em>,
    \nRoutledge Kegan Paul, New York.<\/li>\n
  18. Richards, G. (1996), “Production and Consumption of European
    \nCultural Tourism,” Annals of Tourism Research<\/em>, Vol 23, pp.
    \n261-283.<\/li>\n
  19. Rudd, M. A. and J. Davis (1998), “Industrial Heritage Tourism
    \nat the Bingham Canyon Copper Mine,” Journal of Travel Research<\/em>,
    \nVol 36 No 3, pp. 85-89.<\/li>\n
  20. Spellman, M. (2003), \u201cNegro League Jerseys, Caps will Soon be
    \nAvailable,\u201d Chicago Daily Herald<\/em>, July 14, p. 10.<\/li>\n
  21. Upton, D. (1997), “Why (and How) to Take a Plant Tour,”
    \nHarvard Business Review<\/em>, Vol 75 No 3, pp. 97-106.<\/li>\n
  22. Westhead, R. (2003), \u201cThe CFL Goes Retro,\u201d The Toronto
    \nStar<\/em>, June 29, p. C01.<\/li>\n<\/ol>\n","protected":false},"excerpt":{"rendered":"
    Submitted by: Mark A. Mitchell, Robert Montgomery & Sheila J. Mitchell<\/div>\n

    ABSTRACT<\/strong><\/h2>\n

    This manuscript reviews the growing use of manufacturing plant tours,
    \n company museums, and company visitor centers by sport-related marketers
    \n (equipment manufacturers, venues, etc) to cultivate relationships with
    \n existing and potential consumers. Consumer Experience Tourism provides
    \n the user (i.e., the consumer) with an experience regarding a product,
    \n its operation, production process, history, and historical significance.
    \n Such brand bonding may contribute to higher levels of involvement with
    \n a product\/brand and brand loyalty. Ultimately, the bond between consumers
    \n and brands may be strengthened by the availability of such consumer experiences.
    \n Such tourism opportunities provided by sport-related firms are profiled.\n <\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"jetpack_post_was_ever_published":false,"jetpack_publicize_message":"","jetpack_is_tweetstorm":false,"jetpack_publicize_feature_enabled":true,"jetpack_social_options":[]},"categories":[290,292,291,296],"tags":[60,8,31,61],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/p4btio-2L","jetpack-related-posts":[{"id":134,"url":"https:\/\/thesportjournal.org\/article\/do-it-yourself-investing-in-sport-related-firms\/","url_meta":{"origin":171,"position":0},"title":"Do-It-Yourself Investing in Sport-Related Firms","date":"February 15, 2008","format":false,"excerpt":"Submitted by: Mark Mitchell, D.B.A., Associate Professor of Marketing at the Univ. of South Carolina Spartanburg; Robert Montgomery,D.B.A., Associate Professor of Marketing at the University of Evansville; Sheila Mitchell, CPA, MPAcc, Instructor of Accounting at the Univ. of South Carolina Spartanburg Introduction The American culture is a sports-oriented culture. Sports\u2026","rel":"","context":"In "Contemporary Sports Issues"","img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":6694,"url":"https:\/\/thesportjournal.org\/article\/branding-in-womens-sports-a-literature-review\/","url_meta":{"origin":171,"position":1},"title":"Branding in women\u2019s sports: A literature review","date":"November 22, 2019","format":false,"excerpt":"Authors: Isabell Mills Corresponding Author:Isabell Mills, PhD1400 E Hanna AveIndianapolis, IN 46227millsi@uindy.edu219-805-3791 Isabell Mills is an assistant professor of sport managementat the University of Indianapolis. Her research areas are sport and fitnessbranding. Branding in women\u2019s sports: A literature review ABSTRACT The purpose of this study was to explore the gaps\u2026","rel":"","context":"In "General"","img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":263,"url":"https:\/\/thesportjournal.org\/article\/book-review-2006-sports-market-place-directory\/","url_meta":{"origin":171,"position":2},"title":"Book Review: 2006 Sports Market Place Directory","date":"March 14, 2008","format":false,"excerpt":"Submitted by: Glaucio Scremin The sports industry is a multifaceted, multibillion dollar industry. It encompasses a wide range of business segments, from sporting goods to stadium and arena construction. The 2006 Sports Market Place Directory brings a multiplicity of sports industry sectors together into the most comprehensive index of sport\u2026","rel":"","context":"In "Contemporary Sports Issues"","img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":490,"url":"https:\/\/thesportjournal.org\/article\/sports-fantasy-camps-offering-fans-a-more-immersive-experience\/","url_meta":{"origin":171,"position":3},"title":"Sports Fantasy Camps: Offering Fans a More Immersive Experience","date":"April 2, 2013","format":false,"excerpt":"Mark Mitchell, Dustin Thorn, and Donald Rockey ABSTRACT Today\u2019s sport organizations have multiple ways of connecting with their fans, including social media, fantasy leagues, facility tours, and others.\u00a0 Many are developing Sports Fantasy Camps to allow fans an opportunity to fulfill their sports dreams.\u00a0 Here, for example, a Duke University\u2026","rel":"","context":"In "Contemporary Sports Issues"","img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":3534,"url":"https:\/\/thesportjournal.org\/article\/the-multi-sport-sampling-plan-a-price-bundling-option-for-collegiate-athletics\/","url_meta":{"origin":171,"position":4},"title":"The Multi-Sport Sampling Plan: A Price Bundling Option for Collegiate Athletics","date":"March 11, 2016","format":false,"excerpt":"Authors: Mark Mitchell*(1) and Dennis Rauch (2) (1) Mark Mitchell (DBA, Mississippi State) is Professor of Marketing and Chair of the Department of Marketing and Hospitality at Coastal Carolina University in Conway, SC. (2) Dennis Rauch (PhD, University of Iowa) is Professor of Marketing at Coastal Carolina University in Conway,\u2026","rel":"","context":"In "Contemporary Sports Issues"","img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":3561,"url":"https:\/\/thesportjournal.org\/article\/a-research-on-soccer-teams-brand-associations\/","url_meta":{"origin":171,"position":5},"title":"A Research On Soccer Teams\u2019 Brand Associations","date":"March 18, 2016","format":false,"excerpt":"Authors: Yavuz YILDIZ*(1) (1)Yavuz YILDIZ is the assistant professor at the School of Physical Education and Sports, Celal Bayar University. His primary research focus is investigating sport marketing and sponsorship. *Corresponding Author: Yavuz YILDIZ, PhD School of Physical Education and Sports, Celal Bayar University Manisa Turkey, 45040 yavyildiz@hotmail.com +902362314645 ABSTRACT\u2026","rel":"","context":"In "Sports Management"","img":{"alt_text":"table1","src":"https:\/\/i0.wp.com\/thesportjournal.org\/wp-content\/uploads\/2016\/03\/Yildiz-Table1.jpg?resize=350%2C200","width":350,"height":200},"classes":[]}],"_links":{"self":[{"href":"https:\/\/thesportjournal.org\/wp-json\/wp\/v2\/posts\/171"}],"collection":[{"href":"https:\/\/thesportjournal.org\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/thesportjournal.org\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/thesportjournal.org\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/thesportjournal.org\/wp-json\/wp\/v2\/comments?post=171"}],"version-history":[{"count":3,"href":"https:\/\/thesportjournal.org\/wp-json\/wp\/v2\/posts\/171\/revisions"}],"predecessor-version":[{"id":2463,"href":"https:\/\/thesportjournal.org\/wp-json\/wp\/v2\/posts\/171\/revisions\/2463"}],"wp:attachment":[{"href":"https:\/\/thesportjournal.org\/wp-json\/wp\/v2\/media?parent=171"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/thesportjournal.org\/wp-json\/wp\/v2\/categories?post=171"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/thesportjournal.org\/wp-json\/wp\/v2\/tags?post=171"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}