Government funding shortages are changing the financial landscape of collegiate athletic programs. Athletic administrators struggling to discover alternative financial sources have frequently focused their efforts on increasing home game attendance, which leads to increased concession and licensing revenues. The problem is that schools sporting programs will continue to lose funds if schools do not attract and maintain a larger fan base at athletic events. The purpose of this multiple case study is to identify and explore the factors that motivate fans attendance at NCAA Division II football games using both a survey and interviews at four universities within the Great American Conference, the Lone Star Conference, and the Mid-America Intercollegiate Athletics Association. The research study that is employed is based on multiple case study and triangulated data collected from a small sample group at four universities: Northeastern State, Southeastern Oklahoma State, Southwestern Oklahoma State, and West Texas A & M. Data collection methods included the administration of a Sport Fan Motivation Scale survey to fans at a home game for each university, individual interviews of the sample group athletic directors, and review of online sources. Key results of the study yielded significant insight into optimal methodologies athletic administrators can employ to increase program revenues by increasing home game attendance. The findings were evaluated based upon the data collected utilizing four research questions. Economic factors were most likely to affect motivation of fans to attend home football games. Game attractiveness factors have a positive effect on fans at home football games. Demographic factors affect the motivation of fans to attend home football games. Residual factors affect the motivation of fans to attend football games. Many commonalities were found in the collected data that helped to identify themes and connect this information to previous research described in the literature review. A review of economic, team oriented, demographic, and ancillary factors yielded results indicating that integration of promotional activities, ensuring ample parking space for non-tailgaters, and a feeling of commitment or identification with the team are means to increase attendance.
|Commitee:||Burd, Paul, Largent, James|
|Department:||School of Education|
|School Location:||United States -- Arizona|
|Source:||DAI-A 75/09(E), Dissertation Abstracts International|
|Keywords:||Attendance, Division ii, Football, Motivation, Ncaa, Sports|
Copyright in each Dissertation and Thesis is retained by the author. All Rights Reserved
The supplemental file or files you are about to download were provided to ProQuest by the author as part of a
dissertation or thesis. The supplemental files are provided "AS IS" without warranty. ProQuest is not responsible for the
content, format or impact on the supplemental file(s) on our system. in some cases, the file type may be unknown or
may be a .exe file. We recommend caution as you open such files.
Copyright of the original materials contained in the supplemental file is retained by the author and your access to the
supplemental files is subject to the ProQuest Terms and Conditions of use.
Depending on the size of the file(s) you are downloading, the system may take some time to download them. Please be