Exploring the notions of spectators’ ordinary and extraordinary experiences in Taiwanese professional baseball games

The concept of experience has been discussed in the management literature as another way to influence consumer behaviours for many years. Experiences have their own unique features depending on the context studied and should be identified before implementing tailored experiential marketing strategy. This study investigated spectators’ perceived distinction between ordinary and extraordinary experiences as well as the factors which produce such a distinction in Taiwanese professional baseball games. The result showed that additional events which are held by clubs can be seen as extraordinary experiences, and the games themselves are perceived as ordinary experiences when they are not related to a special record or ranking position change. Spectators also perceived big differences between week and weekend games and between stadiums from the same franchises. Further studies will be able to use the factors distinguishing ordinary from extraordinary experiences to conduct further quantitative-based investigation to accurately assess the impact of experiential marketing strategies on consumer behaviour in Taiwanese professional baseball games.