The role of Sportscape on Service Experience of Football Spectators (case of Azadi stadium)

The aim of this study was to investigate the effect of Sportscape on spectator service experience in Azadi football stadium. The present study was descriptive correlational study in terms of applied purpose and in terms of data collection method. The statistical population of the study included all the spectators present at Azadi Stadium. Finally, 165 questionable questionnaires entered the research analysis stage. Questionnaire was used as a research tool to collect field data in this study. The results showed that the comfort of the seats, the beauty of the stadium, the cleanliness of the stadium and the design of the stadium have a positive and significant effect on the spectator service experience. However, the effect of stadium parking, stadium access and stadium food services on the spectator service experience was not significant. The present study was conducted to help better understand this field and its results showed that among the characteristics of the stadium, 4 factors: seat comfort, stadium design, stadium cleanliness and stadium beauty have a significant impact on the service experience of Premier League spectators. They have Iran. Therefore, Iranian football managers and stadium managers can take into account these results and the results of other research mentioned in this field, to improve the spectator service experience in the Iranian Football Premier League and benefit from its benefits to become.