Academic journal article Research Quarterly for Exercise and Sport

Market Demand Variables Associated with Game Consumption Levels of Minor League Hockey Game Spectators. (Sport Management/Administration)

Academic journal article Research Quarterly for Exercise and Sport

Market Demand Variables Associated with Game Consumption Levels of Minor League Hockey Game Spectators. (Sport Management/Administration)

Article excerpt

Game attendance is a major revenue producer for professional sport teams. Although numerous experts in sport marketing have indicated the importance of studying sport consumer expectations and market demands toward the core products of sporting events, market demand studies have primarily focused on major league sports. The research findings lack applicability to a minor league setting, which has its uniqueness in terms of competition level, event attractiveness, local marketing practice, media exposure, consumer segment, and so on. The purpose of this study was to identify market demand variables associated with game consumption levels of minor league hockey game spectators. Research participants were spectators (N = 2,225) randomly selected from six regular season home games of a minor league hockey team. Through a review of literature, interviewing the team administrators, on-site observations, a focus group study, and test of content validity by a panel of experts in sport marketing and professional team management, a questionnaire was developed with three sections: 10 market demand variables in Likert 10-point scale, three game consumption variables, and seven sociodemographic variables. Calculation of descriptive statistics and one-sample t tests with adjusted alpha levels revealed that love of hockey, ticket discount, ticket price, and day of week were regarded the most important market demand variables by the minor league hockey game consumers. …

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