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Sportway toward sport event consumption

Filo, Kevin, Funk, Daniel, & Neale, Larry (2008) Sportway toward sport event consumption. In James, J, Morgan, M, & Summers, J (Eds.) Proceedings of Sport Marketing Association 6th Annual Conference, 17-19 July, Gold Coast, QLD .

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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.

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    ID Code: 30458
    Item Type: Conference Paper
    Keywords: Sport Marketing, Measure, Attendance, Motivation
    ISBN: 978-0-646-50941-9
    Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > COMMERCIAL SERVICES (150400) > Sport and Leisure Management (150404)
    Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Measurement (150504)
    Divisions: Current > QUT Faculties and Divisions > QUT Business School
    Current > Schools > School of Advertising, Marketing & Public Relations
    Deposited On: 12 Feb 2010 22:37
    Last Modified: 01 Mar 2012 13:41

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