Sports Stadium Hospitality and Catering

A Global Perspective

Authored by: Thorsten Merkle , Philippa Golding

The Routledge Companion To International Hospitality Management

Print publication date:  November  2020
Online publication date:  November  2020

Print ISBN: 9781138386372
eBook ISBN: 9780429426834
Adobe ISBN:

10.4324/9780429426834-36

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Abstract

Stadium Catering (Food and Beverage Management) is mainly a practitioner field, receiving relatively little attention from academia. This chapter discusses sports stadium hospitality and catering (food and beverage) services from an academic and a practitioner perspective, offering readers a comprehensive understanding of the field. Research has been undertaken in the United States of America, the United Kingdom, and Australia, looking at spectator catering services from different angles, such as operations, branding, public health, service quality, as well as attendance and product demand relations. Studies on service quality and public health issues represent most of the current literature; few deal with hospitality services. The field is addressed globally from a multitude of perspectives and disciplines. Consequently, a trans-disciplinary approach is needed. This chapter presents innovative operational approaches from a range of sports and international event settings, as along with economic factors regarding branding. Health-related issues cover aspects related to alcohol, its abuse, and the consequences of its availability in professional spectator sports settings. Service quality and customer satisfaction have attracted attention from scholars with different perspectives, although most see food and beverage catering services as important influencers of customer satisfaction within professional sports stadia. Additionally, spectator demographics at professional sports affect shifting trends in demand for food and beverage options. Consumption of alcoholic beverages in professional spectator sports stadia, and the related consequences, are a major issue in the field, which scholars and practitioners have addressed this issue in terms of health and public health, and brand association, attendance, and crowd behavior. It is noteworthy that there is no research on the effect of alcohol availability on spectator satisfaction and service quality. Food and beverage concessions can maximize revenues for sporting clubs and stadium owners, yet the effects of outsourcing versus in-house concessions remain unresearched.

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