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Investigating the Relationship between Servicescape and Sports Attendance  

Han, Hye-Sook (Department of Tourism Management, Soonsil University Computer Institute)
Na, Austin Sang-Hyun (Kyunghee University)
Kim, Jung-Sun (The Nutrition, Hospitality & Retailing Department, Texas Tech University)
Publication Information
Journal of Advanced Navigation Technology / v.14, no.6, 2010 , pp. 890-899 More about this Journal
Abstract
The sport industry has been continuing to grow in the past few decades in the U.S., and it presents significant opportunities for the practitioners to increase the number of patrons. To convert this opportunity to optimum benefits for a sport organization, one of the most significant challenges for the practitioners would be promoting sport attendance and repatronage. So far, many studies have tried to identify variables that affect the level of sports attendance. However, many of these variables are rather uncontrollable due to the nature of the sports and contingencies that are derived from many areas of uncertainties. Thus, to acquire competitive advantage and profit maximization, it would be essential for the managers to focus on understanding controllable elements. This study found that many controllable variables that influence sports attendance coincide with the servicescape elements which have been widely used in the hospitality industry since 1992. In the light of the conceptual framework of servicescape, this study also attempted to isolate the controllable variables that can be utilized to increase the sports attendance. This study presents its significance not only in extending the application of servicescape concept to the sport industry, but also in providing suggestions for future empirical studies that would further identify these variables, gauge the relationship between those variables, and assess its impact on the sports attendance.
Keywords
Sport Marketing; Servicescape; Sportscape; Determinants of Sports Attendance;
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