A Model for Improving the Interaction between Spectators of Sports Events Using Virtual Reality and Augmented Reality Technologies: Based on Gioia's Approach

Document Type : Original Article

Authors

1 Associate Professor, Department of Sport Management Faculty of Physical Education & Sport Sciences,University of Tabriz , Tabriz, IRAN

2 Department of Sport Management Faculty of Physical Education & Sport Sciences,University of Tabriz , Tabriz, IRAN

Abstract

This research aimed to provide a model for improving the interactions of spectators of sports events using virtual and augmented reality technologies. The study population included technology experts, management experts, and sports specialists. Purposeful sampling and snowball sampling techniques were used to conduct 15 in-depth interviews, and data were analyzed using the Geo-analysis method. The analysis revealed 97 initial codes, 21 themes, and three dimensions of conditions, solutions, and consequences for improving spectators' experience. The conditions included hardware and software advances, popularity of games and entertainment programs, strong broadband networks, investment from federations and organizations, durability and battery limitations, and resistance from traditional spectators. To address these conditions, experts proposed developing and improving virtual and augmented reality hardware, encouraging spectators, using novel modeling and simulation techniques, producing quality content, and educating spectators.  The consequences of utilizing these technologies were increasing spectator engagement and interaction, improving the quality of experience, generating more revenue for organizers, attracting more spectators, enhancing satisfaction, and fostering a sense of presence among fans and athletes. The study demonstrates that purposeful implementation of virtual and augmented reality technologies can enhance the spectating experience, increasing enjoyment and satisfaction.

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Main Subjects

References

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Journal of New Studies in Sport Management
Volume 6, Issue 3
August 2025
Pages 1-17

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