Authors: Donald P. Roy, Benjamin D. Goss, Colby B. Jubenville
Addresses: Dept. of Management & Marketing, Middle Tennessee State University, MTSU Box X431, Murfreesboro, TN 37132, USA. ' Dept. of Management, Missouri State University, 901 S. National Ave., Springfield, MO 65897, USA. ' Dept. of Health & Human Performance, Middle Tennessee State University, PO Box 96, Murphy Center 129, Murfreesboro, TN 37132, USA
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.
Keywords: fan attendance; auto racing fans; consumer decision making; motor sport management; sport marketing; game attendance; attendance motivation; sport spectators; sport consumerism; sport events; event management; event marketing; motorsports; motor racing.
International Journal of Sport Management and Marketing, 2010 Vol.8 No.1/2, pp.73 - 92
Published online: 05 Jul 2010 *Full-text access for editors Access for subscribers Purchase this article Comment on this article