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An empirical analysis of gender differences in sports attendance motives

Hall, John and O`Mahony, Barry 2006, An empirical analysis of gender differences in sports attendance motives, International journal of sports marketing and sponsorship, vol. 7, no. 4, pp. 334-348.

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Title An empirical analysis of gender differences in sports attendance motives
Author(s) Hall, John
O`Mahony, Barry
Journal name International journal of sports marketing and sponsorship
Volume number 7
Issue number 4
Start page 334
End page 348
Publisher Winthrop Publications Limited
Place of publication London, U. K.
Publication date 2006-07
ISSN 1464-6668
Keyword(s) sportscape
front room
back room
socialisation
fan motivation
strategy
Summary In Australia, male sports attendees outnumber female sports attendees by 25%, yet little research has been conducted into the attendance motives of women. This study undertakes an analysis of 460 respondents using descriptive and multivariate statistics to distinguish the attendance motivations of women and compare them directly to those of male attendees. The findings suggest that female attendance can be influenced through management and promotional strategies.
Language eng
Field of Research 150599 Marketing not elsewhere classified
Socio Economic Objective 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
HERDC Research category C1 Refereed article in a scholarly journal
Copyright notice ©2006, Winthrop Publications Limited
Persistent URL http://hdl.handle.net/10536/DRO/DU:30003832

Document type: Journal Article
Collections: Deakin Graduate School of Business
Higher Education Research Group
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