Impact of Constraints and Behavioral Motivations on Loyalty of Horse Racing Spectators

Seied Vali Rahimi Hoseini, Maryam Amani

Özet


The present study aims to investigate the effect of constraints and behavioral motivations of spectators on their loyalty in horse racing competitions in Golestan province. The research method is descriptive and analytical. The statistical population includes spectators of the horse racing in three cities of Aqqala, Bandar Torkaman and Gonbad-e Kavus, which includes a sample size of 388 people. The data gathering tool is the standard questionnaire for sport spectators’ behavior (Yu, 2010) including 80 items measuring 5 general factors of internal motivators, internal constraints, external motivators, external constraints, and loyalty. SPSS 21 and Amos 18 software are used to analyze the data. The result of the test shows that the internal motivators and constraints of spectators and the external motivators and constraints of their behavior affect their loyalty with a path coefficient of .78, -.38, .75, and -.42, respectively. Given that the support of the special horse and rider is the internal motive of the spectators, more spectators can be encouraged to participate in horse race competition by inviting the country's top horseback riders and even the best riders in Asia and their horses to the horse riding competitions of Golestan province.


Anahtar Kelimeler


Motivations of spectators, Loyalty, Horserace, Sport, Audience, Sport participation, Motivation.

Tam Metin:

PDF (English)

Referanslar


Aminuddin Yusof & Lee Hooi See (2008). “Spectator perceptions of physical facility and Team Quality: A study of a Malaysian super league soccer match. Research Journal of International Studies-Issue 8, 132-140.

Asadi, Dastjerdi, H.; Khabiri, M. & Fallahi, A. (2009). Identification of the factors affecting the attendance of the Iranian Football Premier League spectators in view of the native and non-native clubs. International Soccer Science Congress, Tehran, Iran.

Baker, D. & Crompton, J. (2000). “Quality, satisfaction and behavioral intentions”. Annals of Tourism Research, 27, 785-804.

Correia, A. & Esteves, S. (2007). “An exploratory study of spectators' motivation in football”. International Journal of Sport Management and Marketing, 2(5-6), 572-590.

Dale, B.; Van Iwaarden, J.; Van der Wiele, T. & Williams, R. (2005). “Service improvement in a sports environment: a study of spectator attendance”. Managing Service Quality: An International Journal, 15(5), 470-484.

Dehghan, A.; Khezri, A.; Ali Doust, E. & Hemayat Talab, R. (2010). “The Investigation of Motives in Fans of National Football Team of Iran”. Journal of Sport Management, 2(6), 153-320. URL: https://jsm.ut.ac.ir/article_21957_en.html

Deloitte & Touche (2008). Football Money League, Deloitte & Touche Sport, Manchester.

Elmiri, M.; Naderian Jahromi, M.; Sultan Hosseini, M.; Nasr Esfahani, A. & Rahimi, M. (2009). “Investigating factors affecting the presence of football spectators in stadiums”. Quarterly Journal of Sport Management (Movement), 3, 61-73. URL: http://www.sid.ir/fa/journal/ViewPaper.aspx?id=107682

Falter, J. M. & Pérignon, C. (2000). “Demand for football and intramatch winning probability: an essay on the glorious uncertainty of sports”. Applied Economics, 32(13), 1757-1765.

Fink, J. S.; Trail, G. T. & Anderson, D. F. (2002). “Environmental factors associated with spectator attendance and sport consumption behavior: Gender and team differences”. Sport Marketing Quarterly, 11(1).

Hong, J.; McDonald, M. A.; Yoon, C. & Fujimoto, J. (2005). “Motivation for Japanese baseball fans' interest in Major League Baseball”. International Journal of Sport Management and Marketing, 1(1-2), 141-154.

James, Jeffrey D. & Ross, Stephen D. (2004). “Comparing sport consumer motivations across multiple sports”. Sport marketing Quarterly, 13(1), 17-25.

Kim, Y. K. & Trail, G. (2010). “Constraints and motivators: A new model to explain sport consumer behavior”. Journal of Sport Management, 24(2), 190-210.

Lager, M. (2010). “Customer Relationship Management”. Medford, 14(3), 50-51.

Lough, N. L. & Kim, A. R. (2004). “Analysis of Sociomotivations Affecting Spectator Attendance at Women's Professional Basketball Games in South Korea”. Sport Marketing Quarterly, 13(1).

Mullin, B. J.; Hardy, S. & Sutton, W. A. (2007). Sport marketing (3rd ed.). USA: Human kinetics publishers.

Owen, P. D. & Weatherston, C. R. (2004). “Uncertainty of outcome and super 12 rugby union attendance: Application of a general-to-specific modeling strategy”. Journal of Sports Economics, 5(4), 347-370.

Robinson, M. J. & Trail, G. T. (2005). “Relationships among spectator gender, motives, points of attachment, and sport preference”. Journal of Sport management, 19(1), 58-80.

Soltan Hoseini, M.; Naser Esfahani, D.; Naser Esfahani, F. & Jaberi, A. (2011). “Determination of the Relative Contribution of Brand Loyalty by Brand Association in Football Premier League of Iran”. Journal of Sport Management, 3(9), 87-107. URL: http://www.sid.ir/En/Journal/ViewPaper.aspx?ID=446256

Wann, D. L. & Branscombe, N. R. (1993). “Sports fans: Measuring degree of identification with their team”. International Journal of Sport Psychology.

Wann, D.; Melnick, M.; Russell, G. & Pease, D. (2001). Sport fans: The psychology and social impact of spectators. New York: Routledge.

Won, J. U. & Kitamura, K. (2007). “Comparative analysis of sport consumer motivations between South Korea and Japan”. Sport Marketing Quarterly, 16(2), 93.

Won, J. & Kitamura, K. (2006). “Motivational factors affecting sports consumption behavior of K-League and J-League spectators”. International Journal of Sport and Health Science, 4, 233-251.

Yu, Kyoum Kim (2010). “Constraints and Motivators: A New Model to Explain Sport Consumer Behavior”. Journal of Sport Management, 24, 190-210.

Yusof, A.; See, L. H. & Yusof, A. (2008). “Spectator perceptions of physical facility and team quality: A study of a Malaysian super league soccer match”. Research Journal of International Studies, 8(2), 132-140.

Zhang, J. J.; Smith, D. W.; Pease, D. G. & Jambor, E. A. (1997). “Negative influence of market competitors on the attendance of professional sport games: The case of a minor league hockey team”. Sport Marketing Quarterly, 6(3), 34-40.




DOI: http://dx.doi.org/10.7596/taksad.v7i2.1505

Refback'ler

  • Şu halde refbacks yoktur.




Telif Hakkı (c) 2018 Journal of History Culture and Art Research

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.