Title

Influences on event attendance decisions for stock car automobile racing fans

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. Copyright © 2010 Inderscience Enterprises Ltd.

Department(s)

Management

Document Type

Article

DOI

https://doi.org/10.1504/IJSMM.2010.033950

Keywords

Attendance motivation, Auto racing fans, Consumer decision-making, Event management, Event marketing., Fan attendance, Game attendance, Sport consumerism, Sport events, Sport management, Sport marketing, Sport spectators

Publication Date

1-1-2010

Journal Title

International Journal of Sport Management and Marketing

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