Dissertation/Thesis Abstract

Factors that Motivate Attendance At NCAA Division II Football Games: A Multiple Case Study
by Claxton, Lawrence J., Ed.D., Northcentral University, 2014, 164; 3623287
Abstract (Summary)

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.

Indexing (document details)
Advisor: Pucci, Thomas
Commitee: Burd, Paul, Largent, James
School: Northcentral University
Department: School of Education
School Location: United States -- Arizona
Source: DAI-A 75/09(E), Dissertation Abstracts International
Subjects: Sports Management
Keywords: Attendance, Division ii, Football, Motivation, Ncaa, Sports
Publication Number: 3623287
ISBN: 9781303956577
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