Title: Analysing motives of minor league hockey fans: the introduction of violence as a spectator motive

Authors: Damon P.S. Andrew, Gi-Yong Koo, Rob Hardin, T. Christopher Greenwell

Addresses: College of Health and Human Services, Troy University, 50 Collegeview, Troy, AL 36082, USA. ' Department of Exercise, Sport and Leisure Studies, University of Tennessee, Knoxville, TN 37996-2700, USA. ' Department of Exercise, Sport and Leisure Studies, University of Tennessee, Knoxville, TN 37996-2700, USA. ' Department of Health and Sport Sciences, University of Louisville, Louisville, KY 40292, USA

Abstract: For minor-league hockey to attract new customers, it is important to explore attendance motivation. Given the controversy over the role of violence in attracting spectators, this study included violence among other traditional motives in addressing why spectators are attracted to attend minor league hockey. Specifically, spectators| motives were explored on the basis of gender and ticket type as well as their relationship to behavioural intentions to attend games. Spectators (n = 270) at a Southern Professional Hockey League game completed a questionnaire that assessed demographics, spectator motives and behavioural intentions. The results indicated (a) the spectator motive of violence appears relevant in the context of the sport of ice hockey, (b) spectator motives for the sport of minor league hockey varied on the basis of gender and ticket type and (c) the relationship of spectator motives to behavioural intentions to attend future games were somewhat varied on the basis of gender and ticket type.

Keywords: customer segmentation; spectator motivation; behavioural intentions; violence; minor league ice hockey; attendance motivation; gender; ticket type; sport marketing.

DOI: 10.1504/IJSMM.2009.021751

International Journal of Sport Management and Marketing, 2009 Vol.5 No.1/2, pp.73 - 89

Available online: 01 Dec 2008 *

Full-text access for editors Access for subscribers Purchase this article Comment on this article