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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.


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.

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