A Comprehensive Model for Spectators' Intentions to Attend Tennis Matches: Towards A Motive-Based Typology

Abstract

This research makes an important contribution to the greater understanding of sports spectators' behavior, specifically tennis spectators, and to the literature on managing and marketing individual sport events as compared to team sports events. The study mainly focuses on investigating and measuring the antecedents related to attending tennis matches and their influence on spectators' attendance intentions given the moderating role of social media. The study took place during two global tournaments located in Doha, Qatar: the ATP Exxon Mobil 250 and WTA Total 250. Qualitative research has been conducted in the form of indepth interviews with tennis experts and representatives of fan associations in order to propose a conceptual model with the most important motives and constraints that influence the intention in attending tennis events. Eight motives and four constraints have been identified. Regression analysis was run to ensure the fitness of the model and measure the moderating role of social media. Principal component factor analysis has been run with an attempt to develop a motive-based typology for tennis spectators. The final sample size was 250 spectators from 10 different countries. Entertainment, valuing the sport, escaping the routine, and player love had the strongest positive significant relationships with intention to attend tennis matches. Tickets price and operating time were the only two constraints that had significant relationships with intention to attend tennis matches. Regressions analysis results indicated a good fitness for the model (42%), all motives and constraints entered the model with exception of parking and weather conditions. Social media had an influence on the relationship between antecedents and the willingness of spectators to attend tennis matches increasing R2 to 54%. Facebook remains the most influential social media platform. Four different types of spectators have been identified: Pragmatists, Diehard fans, Entertainers, and Socializers.