Sports events and the female market : an investigation of attendance motivations

Thiry, Esther, O`Mahony, Barry, Hall, John and Oppenheim, Peter 2005, Sports events and the female market : an investigation of attendance motivations, in At the threshold : challenges and developments in social, sport and arts marketing. Proceedings of the 2nd Australasian Nonprofit and Social Marketing Conference, Bowater School of Management, Deakin University, Geelong, Vic..

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Title Sports events and the female market : an investigation of attendance motivations
Author(s) Thiry, Esther
O`Mahony, Barry
Hall, John
Oppenheim, Peter
Conference name Australasian Nonprofit and Social Marketing Conference (2005 : Melbourne, Vic.)
Conference location Melbourne, Vic.
Conference dates 22-23 Sep. 2005
Title of proceedings At the threshold : challenges and developments in social, sport and arts marketing. Proceedings of the 2nd Australasian Nonprofit and Social Marketing Conference
Editor(s) Rentschler, Ruth
Hall, John
Publication date 2005
Conference series Australasian Nonprofit and Social Marketing Conference
Publisher Bowater School of Management, Deakin University
Place of publication Geelong, Vic.
Summary Over the last five years, attendance at sports events in Australia has grown at a rate of 13%; however, male spectators outnumber female spectators by 25% (ABS 2003). Drawing on a sample of 175 female respondents from the city and suburbs of Melbourne, this study identifies and explores the factors that motivate their attendance at sports events. The results show that social dimensions as well as on site entertainment can have a strong influence in attracting a female audience and that omen will
not attend if the facilities provided are not of a high standard.
ISBN 1741560187
9781741560183
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 E1 Full written paper - refereed
Persistent URL http://hdl.handle.net/10536/DRO/DU:30009684

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