Determination of Importance Levels of Event Quality Dimensions According to Typologies Using AHP Method

This research aims to examine the degree of importance of fan typologies for the dimensions that constitute the quality of the event using the Analytical Hierarchy Process (AHP) method, which is one of the multi-criteria decision-making techniques. In the study, the survey model, one of the quantitative research methods, and criterion sampling, one of the purposeful sampling methods, were used to select the research group. The criteria of being a fan of a team and watching the match of that football team at least 3 times in the stadium in the 2023-2024 season were sought from the participants who would participate in the research. In this context, 476 football fans were included in the study. The “Fan Typology Scale” and “Sports Events Quality Scale” were data collection tools. Data were collected from the researchers face to face. Descriptive statistics, a two-stage hierarchical cluster analysis, and an analytical hierarchy process were used to analyze the data. According to the hierarchical cluster analysis, the fans were divided into four clusters. These clusters were named hooligan, fanatic, classic, and social fans. When the analytical hierarchy process was examined, It was determined that the importance levels were similar according to the fan typologies; the most critical dimensions were performance, entertainment, and access to the facility in all typologies, and the least essential dimensions were design and buffet dimensions. It can be said that these results are significant in terms of providing a guide for sports club managers to use their limited resources correctly.