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 OppenheimOver 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.
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 UniversityLocation
Melbourne, Vic.Place of publication
Geelong, Vic.Start date
2005-09-22End date
2005-09-23ISBN-13
9781741560183ISBN-10
1741560187Language
engPublication classification
E1 Full written paper - refereedEditor/Contributor(s)
R Rentschler, J HallTitle of proceedings
At the threshold : challenges and developments in social, sport and arts marketing. Proceedings of the 2nd Australasian Nonprofit and Social Marketing ConferenceUsage metrics
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