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 .
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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|Item Type:||Conference Paper|
|Keywords:||Sport Marketing, Measure, Attendance, Motivation|
|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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