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..
At the threshold : challenges and developments in social, sport and arts marketing. Proceedings of the 2nd Australasian Nonprofit and Social Marketing Conference
Rentschler, Ruth Hall, John
Australasian Nonprofit and Social Marketing Conference
Bowater School of Management, Deakin University
Place of publication
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.
Field of Research
150599 Marketing not elsewhere classified
HERDC Research category
E1 Full written paper - refereed
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