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Abstract Details

Abstract Title

The McDonaldization of Society in Sports facilities and megaevents

Abstract Theme

Sport sociology

Type Presentation

Oral presentation

Abstract Authors

Presenter Ary José Rocco Jr - School of Physical Education and Sport of University of São Paulo (Sport) - BR
Presenter Leandro Carlos Mazzei - University Nove de Julho of São Paulo (Sports Management) - BR

Presentation Details

Room: Venus        Date: 3 September        Time: 17:20:00        Presenter: Ary Rocco Jr

Abstract Resume

Background: Brazil built and/or remodeled 12 football stadiums to host the FIFA World Cup (WC) 2014. The Brazilian government and the organization committee taken through the
strategies for the constructions of facilities that should follow technical recommendations and requirements called "FIFA standards”. In worldwide, football stadiums have been incorporated important
changes to facilitate the sport consumption, which now are treated as entertainment spaces. Paramio et al. (2008) draw attention to the fact that the post-modern stadiums, arising from 1990, were born
to be more functional and improve their design, the safety, accessibility and comfort for the spectators and especially the possibilities of economic exploitation of the facilities, including the
promotion of others activities than football (arena concept, Crompton, 2004). It is possible to contextualize this phenomenon as part of the “McDonaldization of society”, based in Ritzer (2010).  The
objective of this study was to evaluate the fan-consumer perception of the quality of services offered by the FIFA 2014 arenas.

Methods: A questionnaire to evaluate the fan-consumer perception were applied in three different moments: a) first in the first-half of 2014, before the WC in the “old” stadiums (not
used for the FIFA event); b) second, during the WC, in the new stadiums and arenas, used in FIFA 2014 WC; and, c) third, in the second-half of 2014, in the new stadiums and arenas used FIFA 2014 WC,
but during the local competitions, managed by Brazilian football organizations. In this study, the SPSS was used for analyses descriptive statistics, in order to identify the main differences among
the three different moments. The analyzes involved accessibility and hospitality; field alignment; security services and first aid service; parking and distance towards the stadium; barriers that
separate the field and fans; public comfort; areas inside the stadium and ticket purchasing areas among others.

Results: A total sample of 11,052 people were answered the questionnaire in of the three moments (4.602 in the first, 2,794 in the second and 3,656 in the third moment). In the
first/third moments do not matter the quality of services offered of the facilities and event, but emotional aspects (related to football clubs) that to make consumers watch football matches. On the
other hand, it was identified good prospects for better utilization of the facilities. The entertainment was the main issue identified fan-consumer perception during the WC 2014 (second moment). It
was identified high satisfaction rates and 93.19% said they would like to return to the facilities stadium, which can be explained by the experienced lived.

Conclusions: All of results and others suggest that the new sports facilities and the quality of services they provide collaborate to further football “entertainmention” in the
worldwide context. The Ritzer (2010) concept “McDonaldization of society” was confirmed during the FIFA WC 2014. Futures studies could analyze and confirm this trend exist in other mega-events sport
facilities, mainly in Olympic Games.

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