Measuring the Motives of Sport Event Attendance: Bridging the Academic-Practitioner Divide to Understanding Behavior

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Title Measuring the Motives of Sport Event Attendance: Bridging the Academic-Practitioner Divide to Understanding Behavior
Author Funk, Daniel Carl; Filo, Kevin; Beaton, Anthony Allan; Prtichard, Mark
Journal Name Sport Marketing Quarterly
Year Published 2009
Place of publication United States
Publisher Fitness Information Technology, Inc.
Abstract The ability to draw attendees to performances is vital to the success of a sport organization. As a result, sport managers and academics attempt to investigate motivations that drive decisions to attend events. In order to make predictions, academic demands have lead to the proliferation of instruments and constructs to capture a wide variety of motives, but these tools have limited ability to explain game attendance; and practitioners demand shorter scales to increase efficiency. The purpose of this research is to provide a parsimonious measuring tool of motives to explain sport event attendance. A 10-item scale was distributed to sport spectators and the general population (N = 2831) to measure five facets of motivation: Socialization, Performance, Excitement, Esteem and Diversion (SPEED). Confirmatory factor analysis confirmed the psychometric properties of the SPEED scale. MANOVA results indicate the five SPEED motives are able to differentiate prior game attendance behavior. Multiple Linear Regression results indicate three facets explain 30% of the variance in the frequency of game attendance. The SPEED scale also demonstrated the ability to explain 75% of the variance in team commitment. Suggestions are made for further application and employment of the SPEED scale, along with the marketing of Excitement, Performance and Esteem.
Peer Reviewed Yes
Published Yes
Publisher URI http://wvuecommerce.wvu.edu/index.cfm?do=product.product&id=8108154741%5F91w&product_id=2077
Volume 18
Page from 126
Page to 138
ISSN 1061-6934
Date Accessioned 2009-09-05
Language en_AU
Research Centre Griffith Institute For Tourism
Faculty Griffith Business School
Subject Sport and Leisure Management
URI http://hdl.handle.net/10072/29277
Publication Type Journal Articles (Refereed Article)
Publication Type Code c1

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