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Sportsway towards sport event consumption

Funk, Daniel , Neale, Larry, & Filo, Kevin (2008) Sportsway towards sport event consumption. In Sport Marketing Association Annual Conference : Bridging the Gap : Bringing the World Down Under, 16-20 July 2008, University of Southern Queensland, Toowoomba.

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Abstract

Research has lead to a proliferation of multi-attribute scales to understand the motives for sport event attendance. The large number of potential motives, coupled with the long questionnaires needed to measure them, creates challenges for sport marketing research in natural populations. This research brings parsimony to the study of sport consumer behaviour by developing and testing a core set of five SportWay facets of motivation. Results provide guidance to sport marketing professionals and academics in survey development decisions related to selecting the most appropriate motives and items.

Impact and interest:

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ID Code: 20483
Item Type: Conference Paper
Additional URLs:
Keywords: sport marketing, motivation, attendance, measure
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Measurement (150504)
Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > COMMERCIAL SERVICES (150400) > Sport and Leisure Management (150404)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2008 [please consult the authors]
Deposited On: 02 Jun 2009 10:48
Last Modified: 11 Aug 2011 00:11

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