Surveying and priorities of spectators’ presence motivators in Soccer matches

Subject Areas : Sports Management Studies

Ali ZamaniNokaabadi ¹ (Department of Physical Education, Dehaghan Branch, Islamic Azad University, Dehaghan , Iran.)
Abdolhosein Ayazi ² (Department of Physical Education, Mobarakeh Branch, Islamic Azad University, Mobarakeh, Iran.)

Received: 2022-01-12 Accepted : 2022-01-22 Published : 2022-01-21

Keywords: Soccer, Presence, spectators, motivation,

Abstract :

Objective: The purpose of this study was to investigate and prioritize the motivations of spectators to participate in soccer matches. In order to increase the presence of spectators in the game, it is necessary to identify the factors and motivations affecting the presence of both psychological and internal factors as well as external and environmental factors, and to measure the effect of each on the presence. The internal aspect is looking for factors such as expectations, satisfaction and motivation to attend, the external aspect is looking for factors such as the history of winning and losing teams, the comfort of the stadium and its characteristics, the weather on the day of the match, the level of spectator income, the existence of entertaining substitutes and so on.Methodology: The statistical population included all Isfahan football spectators and the sample was selected by simple random sampling. 451 spectators completed a 27-item questionnaire on the motivation of the audience of Funk et al. (2004). The validity of the previously confirmed questionnaire, however, was reviewed and confirmed by 15 professors of sports management. Kolmogorov-Smirnov test, one-sample t-test, Yuman-Whitney test and Kruskal-Wallis test were used to analyze the data.Results: The results showed that all the factors motivating the presence of spectators in football matches (interest in a particular player, escape from everyday problems, excitement of matches, knowledge of football, barter, welfare services, entertainment of matches, support for the team and proxy victory) Significance is higher than the mean level. The results of the Friedman test show that team support ranks better than other factors and is even more important. The interest and support of the team is an important factor that shows that the spectators are interested in their favorite team and come to watch the matches to support their favorite team. Also, the interest shows that there is a high interest among the fans. There is an interest in the team and this interest has been created and expanded over time, now it is the responsibility of sports marketers and team managers to maintain this interest in the team.Conclusion: Due to the fact that spectators come to the stadium with different motivations and to meet different needs, sport managers are advised to study the motivations and needs of spectators and according to that, to plan and hold sports competitions. To increase the presence of spectators. Also, due to the low prioritization of welfare services, it is suggested to provide better facilities and services to spectators to witness the growth and expansion of their presence in the stadiums of the province.

References:

Beccarini, C. Ferrand, A. (2006). "Factors affecting soccer club season ticket holders' satisfaction: the influence of club image and fans' motives". European Sport Management Quarterly, 6(1):1-22.

Biscaia, R. (2012). The effects of emotions on football spectators’ satisfaction and behavioral intentions. European Sport Management Quarterly. 12(3): 227-242.

Byon, K., Cottingham, M. Carroll, S. (2010). Marketing murder ball: the influence of spectator motivation factors on sports consumption behaviors of wheelchair rugby spectators, International Journal of Sports Marketing & Sponsorship; 12(1):76-85.

Dehghan Ghahfarokhi, A. (2009). Investigating the motivations of the fans of the Iranian national football team, 2(6): 153-168. ]Persian  [

DÍaz, Á. R. (2007). "Football fan groups in Andalusia". Soccer & Society, 8(2): 351-365.

Doenward, P. Dawson A. (2000). The Economics of Professional Team Sports. New York: Routledge Publication.

Elmiri, M. (2009). Investigating the effective factors on the presence of football spectators in stadiums. Sport management Jounal, 3: 61-73. ]Persia  [

Fallahi, A., Ehsani, M., Khabiri, M., & Kuzehchian, H. (2017). A Comprehensive Model for Sponsorship Effectiveness in Iran Football Pro League. Sport Management Studies. 9 (41): 37-60. ]Persian  [

Funk D.C., Filo K., Beaton A.A. & Pritchard (2009). Measuring the motives of sport event attendance: Bridging the academic-practitioner divide to Understanding behavior. Sport Marketing Quarterly, 18, 126-138.

Hasanzade, M. (2005). Sport Marketing, Tehran: Purseman Publication. ]Persian  [

Howard, D. R., & Crompton, J. L., (2004). Financing sport (2th Ed.). Morgantown, WV: Fitness Information Technology, Inc.

John W. H. (2016). Plotting the motivation of student volunteers in sports-based outreach work in the North East of England, Sport Management Review, 65: 21-34.

Kahle, L. R. (1996). A functional model of fan attendance motivations for college football” Sport Marketing Quarterly. 16: 36-47.

Masoumi, S. (2008). Investigating the motivations and factors affecting the presence of spectators in the football game. M. A. thesis, Tarbiat Moalem University. ]Persian  [

Moharramzade, M. (2009). Sport Marketing Management, Uromia: Jahade Daneshgahi Publication. ]Persian  [

Neale, L. & Funk, D. (2006). Investigating motivation, attitudinal loyalty and attendance behaviour with fans of Australian Football”: International Journal of Sports Marketing & Sponsorship. 7(4):307-317.

Rahimi, Gh., Amirtash, A. M., Khabiri, M. (2003). A Study Of Effective Factors In Safety Management Of Soccer Stadiums In Iran. Research on Sport Science, 1(4): 39-52. ]Persian  [

Thamnopoulos, Y., Tzetzis, G., and Laios, S. (2012). The Impact of Service Quality and Satisfaction on Customers’ Future Intentions, in the Sport Spectators’ Context. PhD desertion of Department of Physical Education and Sport Sciences in Democritus University of Thrace.

Wakefield, K. .L,  & Sloan, H.J. (1995). "The effects of team loyalty and selected stadium factors on spectator attendance". Journal of Sport Management,  9:153-72.

Wann, D. L., (1995), Preliminary Validation of the Sport Fan Motivation Scale, Journal of Sport & Social Issues, 19(4): 377- 396.

Wann, D.L., Grieve, F.G., Zapalac, R.K. and Pease, D.G., (2008). Motivational Profiles of Sport fans of different sports". Sport Marketing Quarterly, 17::6-19.

Won, Jung-uk and Kitamura, Kaoru, (2006). Motivational Factores Affecting Sports Consumption Behavior of K-League and J-League Spectatores, International Journal of Sport and Health Science, .4: 233-251.

Zhang, J., Pease, D.G. & Hui, S. C. (1996). Value dimensions of professional sport as viewed by spectators". Journal of Sport and Social, 21: 78-94.