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.
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.