Influences on event attendance decisions for stock car automobile racing fans Online publication date: Mon, 05-Jul-2010
by Donald P. Roy, Benjamin D. Goss, Colby B. Jubenville
International Journal of Sport Management and Marketing (IJSMM), Vol. 8, No. 1/2, 2010
Abstract: Despite a long period of annual growth, recent declining television ratings and race attendance have forced racetrack managers and NASCAR officials to improve management of their core product by effectively drawing fans to races. The purpose of this study was to examine influences of distinctive motivations on auto racing spectators' decisions to attend races, specifically mean importance scores for 17 attendance motivation variables for attending a national touring event and a local racing event. For both series, variables relating to fans' passion for racing were important to their attendance decisions, while advertising, promotions and ticket prices were found to be relatively minor. For national tour attendees, socialisation and series reputation were important attendance drivers, while local racing attendees were motivated to attend by chances to follow favourite drivers and were more motivated than national tour attendees by marketing mix variables, advertising, promotions and special events.
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