Date of Publication
Emily Dane- Staples
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.
Gensler, Sarah, "Factors Contributing to Consumers Decisions to Attend a Sporting Event" (2017). Sport Management Undergraduate. Paper 121.
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