Associate Professor | Director, Spectator Experience and Technology Laboratory

Luke Potwarka's research focuses on consumer behaviour related to sport events. It addresses the overarching question: under what conditions do sport events have positive impacts for individuals and organizations in host communities? Their research draws from diverse disciplinary perspectives (e.g., social psychology, geography) and methodological approaches. The knowledge generated from my work is aimed to improve event management practices in ways that maximize participation and economic-related impacts that can result from hosting elite-sport events. To this end, his research falls within two broad themes: (i) Exploring the role of elite-sport events in the promotion of physical activity and sport participation; and (ii) exploring commercial and tourism-related responses to elite sport events.

University of Waterloo

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