Spectator Motivation Research Articles

국제스포츠 대회 관람자의 관람동기, 심리적 웰빙 및 행동의도간의 인과관계

국제스포츠 대회 관람자의 관람동기, 심리적 웰빙 및 행동의도간의 인과관계

Marketing murderball: the influence of spectator motivation factors on sports consumption behaviours of wheelchair rugby spectators

This study examines the relationship between spectator motivation and sports consumption behaviours in the context of an adaptive sport. Respondents were spectators from five matches held in the Midwest United States involving registered United States Quad Rugby Association teams. The Motivation Scale for Sport Consumption (MSSC; Trail & James, 2001) was adapted to measure spectator motivation and predict repatronage intentions and online media consumption among wheelchair rugby spectators. Results indicated that two spectator motivation factors, physical skill and knowledge, were related to repatronage intentions. In addition, knowledge and vicarious achievement were found to be related to online media consumption.

Analysing motives of minor league hockey fans: the introduction of violence as a spectator motive

For minor-league hockey to attract new customers, it is important to explore attendance motivation. Given the controversy over the role of violence in attracting spectators, this study included violence among other traditional motives in addressing why spectators are attracted to attend minor league hockey. Specifically, spectators' motives were explored on the basis of gender and ticket type as well as their relationship to behavioural intentions to attend games. Spectators (n = 270) at a Southern Professional Hockey League game completed a questionnaire that assessed demographics, spectator motives and behavioural intentions. The results indicated (a) the spectator motive of violence appears relevant in the context of the sport of ice hockey, (b) spectator motives for the sport of minor league hockey varied on the basis of gender and ticket type and (c) the relationship of spectator motives to behavioural intentions to attend future games were somewhat varied on the basis of gender and ticket type.

Spectator motives for attending professional women's tennis events: linking marketing and Maslow's hierarchy of needs theory

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.

Perceptions of constraints to NHL spectatorship

The purpose of this study was to better understand perceptions of constraints on National Hockey League (NHL) spectatorship. Additionally, this study sought to understand how constraints are perceived by spectators based on ticket holder type and test the negotiation thesis by comparing constraint variables across spectator motivation and team identification. The constraints scale was adopted from leisure literature and adapted to sport spectators. Two data collection methods (on-site and web-based) were used to recruit participants. A preliminary Confirmatory Factor Analysis (CFA) found good fit for the leisure constraint scale. The results indicate that active spectators experience a variety of constraints with time and cost constraints cited as the most prevalent. Each of the constraint constructs were found to significantly lower spectator motivation and identification with the team across ticket holder types. The results of this study provide preliminary evidence of the importance of constraints in addressing NHL marketing efforts.

A comparison of motivational factors affecting attendance between avid and casual fans at minor hockey games

In North America, hockey is a popular minor league sport. Minor league hockey brings in an estimated 35 million fans annually, just three to four million less than affiliated minor league baseball (McKeon, 2004; Ross, 2004). In this study, to assess minor league hockey attendance motives overall, and to examine if casual and avid fans have different motives, the literature on sport spectator motivation was utilised to select the following motivational variables: team success, game quality, star players, fan relations, price affordability, game day presentation and community involvement. The results of this study empirically support the results of previous studies that marketing managers in minor league hockey should strive for high quality games, present a variety of game-amenity activities, keep prices low and maintain an active community involvement.

An analysis of spectator motives and media consumption behaviour in an individual combat sport: cross-national differences between American and South Korean Mixed Martial Arts fans

This study compared the motives and media consumption behaviours of American and South Korean spectators of Mixed Martial Arts. Significant cross-national differences were noted in sport interest, vicarious achievement, aesthetics, national pride and violence. Backward regression analyses indicated that sport interest, fighter interest and drama predicted media consumption at the American event, while sport interest, drama and adoration were significant predictors at the Korean event.

Impact of Olympic Spectator Safety Perception and Security Concerns on Travel Decisions

Attendance at the 2004 Athens Summer Olympic Games did not reach levels comparable to previous Summer Games. Public speculation on the low attendance blamed high travel expense, media emphasis on construction delays, and time poverty. This study illustrates that at least one of the factors influencing the decision to attend the Olympic Games was safety and security perceptions. This article uses data collected from spectators at the 2004 Olympic Games to address the role of safety and security issues on the event attendee's decision-making process as well as attendee satisfaction with the event security. Sixty-six percent of those surveyed at the Olympic Games said that security was somewhat to very important in their decision to attend the 2004 Summer Games. Only 4% indicated that security was the most important factor in their decision. Additionally, over 28% of respondents indicated that they personally knew of someone who did not attend the 2004 Olympic Games due to security concerns. Security was important to those people who actually chose to attend the 2004 Olympic Games, and future research should be conducted to determine how security concerns may have deterred those who ultimately chose not to attend the 2004 Olympic Games or future events. This article extends previous research on Olympic spectator motivations and perceptions.

The impact of the national sports lottery and the FIFA World Cup on attendance, spectator motives and J. League marketing strategies

This paper examines the impact of the national sports lottery (toto) in 2001 and the 2002 FIFA World Cup for the Japan Professional Soccer League - J. League. In 2001 J. League attendances grew dramatically and were sustained in subsequent years, even though member clubs did not change many of their marketing strategies and chose to maintain a distance from toto. The evidence suggests that hosting the World Cup allowed the league to leverage the country's hosting of the event in order to generate long-term interest and attendance at J. League games. By contrast, toto appears to have had a short-term impact.

Motivation for Japanese baseball fans' interest in Major League Baseball

Since Japanese baseball players began playing in Major League Baseball (MLB) in the mid-1990s, the popularity of MLB has been increasing in the Japanese market. This popularity has resulted in increased MLB TV ratings, sales of MLB licensed merchandise and sponsorships, and event business in Japan. This study identified three primary spectator motives for Japanese interest in MLB: overall interest in baseball; interest in players; quality of games. The results of structural equation modelling indicate that these motives predict the Japanese fans' emotional attachment, attitudinal, or behavioural loyalty toward MLB. In addition, emotional attachment predicts attitudinal loyalty, and attitudinal loyalty leads to behavioural loyalty. The results of this study suggest a number of marketing strategies MLB should develop for continuing and enhancing success in foreign markets, including: more presence of local or star players; more games played in foreign markets; grass root marketing; programming with international players and actively communicating with international fans.

The motivations of sport spectators who attend drag racing

(2002). The motivations of sport spectators who attend drag racing. Journal of Sport & Tourism: Vol. 7, Conference Presentation Abstracts, pp. 6-7.

Motivation to Attend the 1996 Summer Olympic Games

This research note reports the results of a survey measuring the motivations of spectators who attended the 1996 Summer Olympic Games. A 33-item pencil-and-paper data collection instrument previously piloted at two other Olympic Games measured and assessed motivational perspectives associated with the Olympic Games. A panel of Olympic scholars, international business experts, and university academics undertook evaluation, validation, and refinement of the measurement tool. Administration and questionnaire training was used to establish the optimal conditions for the acquisition of data. Three hundred twenty valid responses were analyzed to determine factors influencing spectators’ decisions to attend the Olympic Games. Recommendations for further research are provided.

Spectator Motives: Differentiating Among Objects of Attraction in Professional Football

Spectator Motives: Differentiating Among Objects of Attraction in Professional Football