Title

Identifying Key Market Demand Factors Associated with High School Basketball Tournaments

Authors

Beth A. Cianfrone, Georgia State UniversityFollow
James Jianhui Zhang, University of GeorgiaFollow
Brenda Pitts, Georgia State UniversityFollow
Kevin K. Byon, Indiana University - BloomingtonFollow

Document Type

Article

Publication Date

2015

Abstract

High school sports are popular in the United States and the associated state championships are often publicized, well-attended special events providing an economic impact on host communities. Understanding attendees, particularly those variables affecting market demand for high-profile interscholastic sporting events, would help athletic directors and state associations improve marketing efforts. Through an abridged adoption of the Theory of Reason Action, this study was conducted to develop a consumer profile of high school tournament spectators by understanding their sociodemographic characteristics and market demand variables. Based on a review of literature, we identified four market demand factors to influence attendance (Event Attractiveness, Economic Consideration, Local Attractiveness, and Venue Accessibility) and studied high school regional basketball tournament attendees (N = 647). The factors were tested in a confirmatory factor analysis and t-tests and general linear model found three of the factors influenced attendance, while one influenced economic spending.

Comments

Originally published in:

Cianfrone, B., Pitts, B. G., Zhang, J., Byon, K. (2015). Identifying key market demand factors associated with high school basketball tournaments. Sport Marketing Quarterly, 24 (2), 91-104.

Posted with the permission of the Sports Marketing Association.

Recommended Citation

Cianfrone, B., Pitts, B. G., Zhang, J., Byon, K. (2015). Identifying key market demand factors associated with high school basketball tournaments. Sport Marketing Quarterly, 24 (2), 91-104.