Sport attendance behavior spectrum: motivators, constraints and context

Abstract

PurposeThe purpose of this paper was to explore a new sport attendance behavior spectrum framework where sport consumer behavior is not derived from just a dichotomy of a motivator positively impacting attendance or a constraint negatively impacting attendance. Rather, when accounting for the context of the setting (e.g. sport, playing level, locality, patron type, etc.), some areas belong on a spectrum that fluctuates between positive and negative impacts on attendance that are dependent on the context of the given environment.Design/methodology/approachThrough factor analysis and structural equation modeling, the proposed model attempted to explain relationships between five second-order factors and game attendance, which expanded to include the new internal contextual and external contextual factors, and ultimately team fandom.FindingsThe results indicated three significant main effects where internal contextual exhibited a positive relationship with attendance, while constraints and external contextual demonstrated a negative relationship. Internal and external motives were not significant. Further, the moderating effect of high and low sport interest groupings largely indicated no significant spectator differences. The model explained 24% of the variance in attendance, and attendance accounted for 41% of the variance in team fandom.Originality/valueAttendance is intricate, and this study highlighted the importance of considering and adapting to the sporting context as some factors exist on a sport attendance behavior spectrum and differently impact spectators positively or negatively, given the context of the setting. Further, in this lower-level sport setting, consumers viewed minor league hockey more as a leisure commodity than a premier sport contest.

Consumption of the National Basketball Association in Brazil: the motives of distant fans

“…In the case of social interaction, this motive is widely used in the literature on motives for sports consumption 9,39,40 . Trail and Kim 41 also noted that internal motivators, including social interactions, were positively related to intentions to attend women's college basketball games in the United States of America.…”

Push–pull analysis: the mediating role of promotion types relative to visit intention to a sports museum

“…In the sport marketing and tourism disciplines, researchers (e.g. Kim and Trail, 2010; Mayer and Hungenberg, 2020) examined the negative influence of constraints on sport consumption behaviors. Distance, time and finance (i.e.…”

“…Motivations for sport consumption (e.g. Kim and Trail, 2010; Mayer and Hungenberg, 2020) and negotiations (e.g. Hung and Petrick, 2012) have been studied relative to sport consumption constraints.…”

“…Hung and Petrick, 2012) have been studied relative to sport consumption constraints. Motivations and constraints are positioned in opposite ends of attendance spectrum where motivations positively impact the attendance while constraints negatively impact the attendance (Mayer and Hungenberg, 2020).…”

“…Pro Football HoF in Canton, OH; National Baseball HoF in Cooperstown, NY) and negative image of the sports including players' wrongdoings (Butler, 2013).In the sport marketing and tourism disciplines, researchers (e.g. Kim and Trail, 2010;Mayer and Hungenberg, 2020) examined the negative influence of constraints on sport consumption behaviors. Distance, time and finance (i.e.…”