Declining Student Attendance at College Sporting Events: Testing the Relative Influence of Constraints

IF 2 4区管理学 Q3 BUSINESS

Sport Marketing Quarterly Pub Date : 2021-06-01 DOI:10.32731/smq.302.062021.04

Jason M. Simmons, N. Popp, T. Greenwell

引用次数: 1

Abstract

College students represent an important target market for intercollegiate athletic marketers; however, re-cent years have seen a nationwide trend of declining student attendance at high-profile sporting events (Cohen, 2014; Rowland, 2019). The current study examined this issue by studying the influence of constraints on student attendance. Data were collected in partnership with the National Association of Collegiate Marketing Administrators (NACMA). In total, more than 23,000 respondents from 60 NCAA Di-vision I institutions participated in the study. Conjoint analysis was utilized to assess student attendance preferences across a set of attributes to determine the relative importance of each constraint tested. Separate analyses were conducted for both football and men’s basketball samples as well as NCAA conference tier (Power Five, Group of Five, FCS). Results indicated constraint importance varied by market segment. Of note, as passion levels among student respondents increased, importance shifted from ticket price to seat location and game day atmosphere.

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大学生体育赛事出勤率下降:约束因素相对影响的检验

大学生是校际体育营销的重要目标市场;然而，近年来，在全国范围内，高调体育赛事的学生出勤率呈下降趋势(Cohen, 2014;罗兰,2019)。目前的研究通过研究约束对学生出勤率的影响来检验这个问题。数据是与全国大学营销管理人员协会(NACMA)合作收集的。总共有来自60个NCAA一级机构的23,000多名受访者参与了这项研究。利用联合分析来评估学生在一组属性中的出勤偏好，以确定每个测试约束的相对重要性。对橄榄球和男子篮球样本以及NCAA级别(五强，五人组，FCS)进行了单独的分析。结果表明，约束的重要性因市场细分而异。值得注意的是，随着学生受访者热情程度的提高，他们对票价的重视程度从座位位置和比赛日气氛转移到了票价。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Sport Marketing Quarterly Multiple-

自引率

13.30%

发文量

期刊介绍： Sport Marketing Quarterly (SMQ) is published quarterly (March, June, September, December) and serves as an outlet for the dissemination of sport marketing information for both practicing professionals and academicians. These two important constituencies now have an opportunity to develop a relationship that is intended to be mutually beneficial. For practitioners, the SMQ provides a vehicle to share marketing successes with peers. For academicians, the SMQ provides a forum for sharing research.