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Even though the consumer of spectator sports in the United States has many choices, professional baseball is still one of the most popular sports. In Taiwan, however, the spectator has little choice - baseball is the is the only professinal team sport.Unfortunately, there is very little research involving culture, other market demands, and baseball in America, and no research in Taiwan. Hence, the purpose of this study was to examine culture and other market demands in relation to factors that influence spectator attendance at professional baseball games in the Taiwan Major League (TML) and in minor league baseball (MiLB) in the United States. The findings revealed that fans in MiLB and TML have some different attendance factors. Especially, they have the most differences in the following factors: offense of home team, offense on visiting team, defense of visiting team, official fan club member, special promotions, and going with family.


Originally published in:

Lu, D. & Pitts, B. G. (2004). Culture and other market demand variables: An exploration with professional baseball in the USA and Taiwan. In B. G. Pitts (Ed.), Sharing Best Practices in Sport Marketing: The Sport Marketing Association’s Inaugural Book of Papers (pp. 141 - 166). Morgantown, WV: Fitness Information Technology.

(c) Fitness Information Technology. Posted with permission.

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