An empirical analysis of gender differences in sports attendance motives

Abstract

In Australia, male sports attendees outnumber female sports attendees by 25%, yet little research has been conducted into the attendance motives of women. This study undertakes an analysis of 460 respondents using descriptive and multivariate statistics to distinguish the attendance motivations of women and compare them directly to those of male attendees. The findings suggest that female attendance can be influenced through management and promotional strategies.

Citation

Hall, J. and O'Mahony, B. (2006), "An empirical analysis of gender differences in sports attendance motives", International Journal of Sports Marketing and Sponsorship, Vol. 7 No. 4, pp. 39-51. https://doi.org/10.1108/IJSMS-07-04-2006-B008