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

conference contribution
posted on 2005-01-01, 00:00 authored by E Thiry, B O`Mahony, J Hall, Peter Oppenheim
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.

History

Event

Australasian Nonprofit and Social Marketing Conference (2005 : Melbourne, Vic.)

Publisher

Bowater School of Management, Deakin University

Location

Melbourne, Vic.

Place of publication

Geelong, Vic.

Start date

2005-09-22

End date

2005-09-23

ISBN-13

9781741560183

ISBN-10

1741560187

Language

eng

Publication classification

E1 Full written paper - refereed

Editor/Contributor(s)

R Rentschler, J Hall

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

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