The Analysis of Experience for Increasing Female Spectators in Pro-Sport

A great deal of research is devoted to the study of factors affecting spectator attendance. However, the majority of these studies have focused on male spectators. The growth and importance of women as viable fans have received considerable attention in the pro-sport marketing literature. The purpose of this study was to present the marketing strategies for increasing female spectators in pro-sport. Six individuals including pro-sport team managers, professional sport marketers, and team supporters were selected through a purposeful sampling method. They were chosen based on the evaluation that was performed through an in-depth interview, record collection, and a descriptive survey. Reliability of the study was examined by triangulation. The findings were as follows: It is required that event facilities and seats in sport venues should be improved. It is necessary that promotional events for women and program participation for middle-aged women should be increased. Spectators thought that athletic performance is important, but a sport marketer's effort is more important in order that spectators feel the 'fun of game.' If pro-sport teams have a super star athlete, women spectators will continue to come to watch the game. Pro-sport teams should make an effort to cultivate a super star athlete. It is also very important that sport marketers should continue to promote public relations for the establishment of a sound cheering culture. In order to achieve this goal, it is essential to improve the value of pro-sport.

並列關鍵字

Facility ； event ； athletic performance ； star marketing ； spectator culture

國際替代計量

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