Technology Interventions in Fan Engagement and Sport Tourism

Project Overview
Technology is reshaping the sport industry. From service robots and AI mascots to augmented and virtual reality, digital tools are increasingly used to enhance the fan experience, create new forms of engagement, and stimulate sport tourism. This PhD project will investigate whether, and how, such interventions enhance fans’ emotional engagement, satisfaction, and intention to attend future sport tourism experiences.
The project will contribute both theoretically and practically. It will examine the mechanisms and boundary conditions of technology-driven fan engagement, drawing on frameworks such as the Technology Acceptance Model (TAM), the Computers Are Social Actors (CASA) paradigm, consumer engagement theory, and experience economy perspectives. Practically, the research will generate insights for sport organisations, event managers, and tourism authorities about how to integrate technology into event services and long-term destination strategies.

Potential Research Questions
• Do service robots, AR/VR applications, or AI mascots enhance fans’ emotional engagement and sense of connection at sporting events?
• What current regulations, ethical considerations, and policies govern the use of service robots, AR/VR applications, and AI mascots in sporting events?
• How does emotional engagement translate into sport tourism intentions, destination loyalty, and re-visit behaviour?
• What factors can moderate (or amplify/weaken) the impact of technological interventions on sport event experience?
• How might technology-driven experiences contribute to sport event engagement and impact?

Methodological Approach
While quasi-experimental design and structural equation modelling will provide a strong starting point, candidates are encouraged to explore a range of methods such as big data/interaction log analysis, longitudinal surveys, field experiments, or ethnographic approaches. This flexibility will allow the student to pursue a comprehensive and multi-dimensional understanding of technology intervention in sport.

Candidate Requirements
Applicants should have, or expect to achieve, at least a 2:1 Honours degree (or international equivalent) in Sports Technology, Sport Psychology, Marketing, Statistics, or a closely related discipline. A Master’s degree in a relevant subject is desirable but not essential. For international applicants, an IELTS score of at least 7.0 overall is required, with no less than 7.0 in writing.
Essential qualities include:
• Strong interest in sport, technology, and consumer behaviour.
• Knowledge of quantitative research methods (e.g., SEM, experimental design).
• Ability or willingness to learn qualitative or mixed-method approaches.
• Excellent written and verbal communication skills.
• Enthusiasm for interdisciplinary research spanning sport, management, psychology, and digital technology.
• Applicants intending to use big data analysis in their research should also have coding ability in R or Python (or a willingness to develop these skills).
Experience with AR/VR, robotics, or digital fan engagement technologies would be an advantage but is not essential.

Primary Supervisor: Dr Ying Feng ([email protected]) , School of Sport, Exercise and Rehabilitation Sciences, University of Birmingham
Co-Supervisor: Dr Shushu Chen ([email protected]), School of Sport, Exercise and Rehabilitation Sciences, University of Birmingham
Co-Supervisor: Dr Zizhou Peng ([email protected]), Birmingham Business School, University of Birmingham