Date of Publication
Spring 5-3-2017
Document Type
Undergraduate Project
Professor's Name
Emily Dane- Staples
Abstract
Previous research on consumer attendance patterns has explored the impact of single factors on desired outcomes. This is problematic because people rarely have a single motive behind their decision making to attend a sporting event. This study aimed to determine which factors were the most important to college students when deciding to attend sporting events. Using a cross-sectional survey, the research found that desire for excitement, geography, and social media all had statistical significance in influencing decision making. Contradictory to existing research, on field promotions, level of fandom, and consumer emotion were not found to be tied to their decision to attend an event. Marketers of sport should therefore promote their events on social media and highlight game excitement in their marketing content.
Recommended Citation
Gensler, Sarah, "Factors Contributing to Consumers Decisions to Attend a Sporting Event" (2017). Sport Management Undergraduate. Paper 121.
https://fisherpub.sjf.edu/sport_undergrad/121
Please note that the Recommended Citation provides general citation information and may not be appropriate for your discipline. To receive help in creating a citation based on your discipline, please visit http://libguides.sjfc.edu/citations.