Staging the Away Experience: A Performance Theory Perspective on Football Fans' Identity Construction Through Away‐Game Trip

ABSTRACT Compared to large‐scale sports events, small‐scale sports events are associated with reduced costs and bring economic benefits. This study explores the identity construction of Chinese football fans through the lens of performance theory, focusing on their travel experiences to away games. Drawing on ethnographic participant observation and semi‐structured interviews, thematic analysis was employed to analyze data from interviews collected from Chinese football fans who have participated in away trips. Findings reveal away trips as a multi‐layered performative space that facilitates identity negotiation and transformation. Research findings contribute to performance theory by illustrating its applicability to highly ritualized and mobile fan tourism contexts, moving beyond the static identity by outlining an evolving and fluid fan identity at different stages of their experience. Practical implications are offered for clubs and destination marketers to enhance fan engagement and cultural exchange through structured away‐trip experiences.