ABSTRACT
The decision to participate in a sport and recreational activity, attend a sport event as a spectator or purchase a professional sport team’s T-shirt is based on a number of internal and external forces. Previous chapters of this book have discussed various internal concepts and theories such as motivation, perception, attitude and personality, as well as how the external forces related to a sport organization’s marketing actions and other sociocultural factors influence the sport experience. This chapter next presents a commonly used theoretical framework that integrates much of this information to identify how an indi vidual forms a connection with a sport object (e.g. team, player, sport event, recre - ational activity), and how this connection may change over time.
