Abstract
The major purpose of this study was to assess spectator motives for attending a major event on the Women's Tennis Association (WTA) tour, and to determine whether spectator motives varied by gender and other relevant variables. Several hypotheses derived from Maslow's (1970) hierarchy of needs theory, as well as from theories of social class and consumer behaviour, were tested. It was found that spectator motives varied significantly by gender, social class, and by whether spectators were active participants in the sport of tennis. The implications of these findings for marketing professional women's sports are examined.
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