Relationships Between the Sociodemographic Backgrounds of Spectators and Their Game Attendance Levels of NBA Games
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CONTRIBUTORS:
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CONFERENCE NAME:
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CONF. LOCATION:
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Boston, MA
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CONFERENCE YEAR:
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1999
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PUB TYPE:
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Conference Presentation
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SUBJECT(S):
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Game Attendance, NBA, Spectators, Sociodemographic Backgrounds
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DISCIPLINE:
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Recreation, Sports & Leisure Studies
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HTTP:
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LANGUAGE:
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English
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PUB ID:
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103-368-191
(Last edited on
2002/03/28 20:51:30 US/Mountain)
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SPONSOR(S):
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ABSTRACT:
Game attendance is a major revenue producer for professional sport teams. Previous research findings revealed that the sociodemographic backgrounds of spectators affect their game attendance level. However, those conclusions were primarily drawn from the frequency descriptions of attendants with respect to the sociodemographic variables. It is still unknown about whether game attendance level is related to sociodemographic variables among those actually attending the games. The purpose of this study was to investigate the relationship between the sociodemographic characteristics of spectators and their attendance level of NBA games. A random sample of spectators (N= 1,820) from six 1993-1994 season home games of a NBA team responded to a survey measuring game attendance frequencies (number of games having attended this season (1993-1994), number of more games intended to attend this season, and number of games intended to attend next season) and sociodemographic variables (gender, age, family size, family income, marital status, education, ethnicity, and occupation). From a multidimensional scaling analysis, middle-aged married Caucasian male managers, professionals, and technicians with higher education and middle to high income accounted for approximately half of the sample. Compared to previous research findings, these characteristics were consistent with those of overall major league sport attendants. However, this study revealed that more NBA spectators were married and attended games with their family member(s). Regression, ANOVA, and Fisher post hoc analyses revealed that for those actually attending the games, age and family size were positively (p < .05) predictive of game attendance level. Spectators who were married, high school or college graduates, and of good family income had significantly (p < .05) higher attendance level. There were no significant (p > .05) differences in game attendance level among people of different gender, ethnicity and occupation. Implications of the findings are twofold. First, NBA teams should continue to promote the games to the socially elite groups (i.e., married adults with good educational, financial, and occupational backgrounds) because people of these characteristics are the market core. Second, people who are young, female, minority, single, and of low income represent the greatest market potential. The major issue here is to attract people to the audience stand and promote them up the consumption escalator.
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