This research area focuses on consumer behaviour, with specific interest surrounding the ongoing research on AFL season ticket holder management, retention and prediction of behaviours.
We also examine value exchange and relationships between sport organisations and consumers.
Further research focuses on member behaviour at the Peninsula Aquatic and Recreation Centre, with potential for expansion to other leisure centres.
Social media related research is also an area of increasing attention, as is sponsorship and branding.
Corporate social responsibility and sustainability
A strong theme emerging is corporate social responsibility and in particular, sustainability and the environment, with water management as an example in Australia.
Corporate social responsibility in professional sport and links to the community has been a growing trend. Another strong emerging research theme relates to sustainability and analysing what natural resources are used by sport organisations, especially within professional sport and sport stadia.