An analysis of factors relating to attendance at sports events

Hall, John and O`Mahony, Barry 2006, An analysis of factors relating to attendance at sports events, in AM 2006 : Academy of Marketing Conference, London : Conference proceedings, Middlesex University Press, Middlesex, England, pp. 1-12.

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Title An analysis of factors relating to attendance at sports events
Author(s) Hall, John
O`Mahony, Barry
Conference name Academy of Marketing. Conference (2006 : London, England)
Conference location London, England
Conference dates 4-6 July 2006
Title of proceedings AM 2006 : Academy of Marketing Conference, London : Conference proceedings
Editor(s) Egan, John
Baines, Paul
Publication date 2006
Conference series Academy of Marketing Conference
Start page 1
End page 12
Publisher Middlesex University Press
Place of publication Middlesex, England
Keyword(s) sports event
gender
attendance factors
Summary The factors that motivate attendance at sports events are many and varied and include social dimensions and on-site entertainment. Recent studies have found that attendance at sporting events in Australia is on the rise with approximately seven million Australians attending sporting events in 2002 (Australian Bureau of Statistics 2003). The Australian bureau of statistics reports, however, that in the five-year period to 2002, male spectators outnumbered female spectators by 25%. This paper reports on a survey of 460 respondents from the city and suburbs of Melbourne that identifies and explores the factors that motivate attendance at sports events and compares the responses of male and female respondents. The findings show that male and female attendees place a different emphasis on different attendance factors and that venue managers can influence attendance through a variety of management and promotional strategies.
ISBN 1904750494
9781904750499
Language eng
Field of Research 150504 Marketing Measurement
HERDC Research category E1 Full written paper - refereed
ERA Research output type E Conference publication
Persistent URL http://hdl.handle.net/10536/DRO/DU:30005952

Document type: Conference Paper
Collections: Deakin Graduate School of Business
Higher Education Research Group
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