Morehead State University
Understanding Students Fans’ Motives and Expectations for Attending Athletic Events
Institution
Morehead State University
Faculty Advisor/ Mentor
Steve Chen
Abstract
To identify effective strategies for enhancing student attendance in athletic events, this study examines the student fans’ motives for attending athletic events and identifies their interests toward an incentive program that is designed for them. Three hundred thirty seven student fans (males =149, 44%; females = 188, 56%) of a southeast regional state university were surveyed during the last two 2008-2009 home games (n = 163) and from six randomly selected academic classes in March and April of 2009 (n = 174). A modified 62-item, five-point Likert scale survey questionnaire based on the studies of Beccarini & Ferrand (2006), McDonald & Shaw (2005), Pan and Baker (2005), and Chen, Salazar, & Fitzgerald (2009) was utilized to assess demographics, motives for attending athletic events, preferences toward incentive items, and willingness in participating in reward programs. The results indicated free admission, excitement of the game and social influences were all important game attending motivators. Bad weather and time-conflict were the key barriers that hindered student attendance. Significant differences were found in three of the four game attendance factors (p < .05) and preference toward gift items based on different testing variables such as athletic status, traveling time for the events, and annual spending on athletic merchandises. In general, the results support previous studies’ conclusions on the positive effects of incentives to increase student attendance. Practical strategies for increasing student attendance for athletic events were further addressed.
Understanding Students Fans’ Motives and Expectations for Attending Athletic Events
To identify effective strategies for enhancing student attendance in athletic events, this study examines the student fans’ motives for attending athletic events and identifies their interests toward an incentive program that is designed for them. Three hundred thirty seven student fans (males =149, 44%; females = 188, 56%) of a southeast regional state university were surveyed during the last two 2008-2009 home games (n = 163) and from six randomly selected academic classes in March and April of 2009 (n = 174). A modified 62-item, five-point Likert scale survey questionnaire based on the studies of Beccarini & Ferrand (2006), McDonald & Shaw (2005), Pan and Baker (2005), and Chen, Salazar, & Fitzgerald (2009) was utilized to assess demographics, motives for attending athletic events, preferences toward incentive items, and willingness in participating in reward programs. The results indicated free admission, excitement of the game and social influences were all important game attending motivators. Bad weather and time-conflict were the key barriers that hindered student attendance. Significant differences were found in three of the four game attendance factors (p < .05) and preference toward gift items based on different testing variables such as athletic status, traveling time for the events, and annual spending on athletic merchandises. In general, the results support previous studies’ conclusions on the positive effects of incentives to increase student attendance. Practical strategies for increasing student attendance for athletic events were further addressed.