Constraint factors affecting non-attendance in collegiate volleyball
by Kurt C. Mayer Jr.; Alan L. Morse; Terry W. Eddy; Adam Love
International Journal of Sport Management and Marketing (IJSMM), Vol. 17, No. 3, 2017

Abstract: The focus of this study was to analyse constraint factors affecting non-attendance in sports. Few research studies have investigated the topic of non-attendance, and even fewer have sample representation of respondents who did not attend games. A survey was used to measure the impact of 12 constraint factors (41 total items) on non-attendance at women's college volleyball. The results of a logistical regression indicated that non-attendance of those who had never attended a match was predicted by the factors of financial cost, lack of knowledge, and no interest from others, while non-attendance of those who had previously attended was predicted by other sport entertainment and lack of success. These findings should be used to help marketers of typically lower-attended sports realise in development of strategies to increase attendance, more of a focus should be put towards their core product and enhancement of the event atmosphere, rather than on constraints.

Online publication date:: Sun, 30-Jul-2017

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