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Promotional Factors Affecting Potential College Student Consumer's Decisions to Attend Minor League Baseball Games

Tavormina, AL and Won, D (2016) Promotional Factors Affecting Potential College Student Consumer's Decisions to Attend Minor League Baseball Games. Event Management, 20 (4). pp. 467-476. ISSN 1525-9951

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Abstract

This study explored different types of promotions within the selected factors (game day, distance, ticket price discount, concession discount, giveaway, and special event), their influence on a potential consumer’s choice of attending a Minor League Baseball (MiLB) game, and the influences of consumption situation (attending with friends versus significant other). Two hypothetical consumption situations were used to examine college students’ (N = 201) preferences of promotional situations. Conjoint analyses indicated that the relative importance of all factors did not largely depend on the consumption situation. However, there was a significant difference of the consumer’s decision to attend based on the type of promotion within each factor. This study encourages sport managers of MiLB teams to consider these types of promotions that most affect the potential consumer’s decision to attend games.

Item Type: Article
Uncontrolled Keywords: 1506 Tourism
Subjects: H Social Sciences > HF Commerce > HF5001 Business
H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing. Distribution of Products
G Geography. Anthropology. Recreation > GV Recreation Leisure > GV561 Sports
Divisions: School of Sport Studies, Leisure and Nutrition
Publisher: Cognizant Communication Corporation
Date Deposited: 25 Jan 2017 10:27
Last Modified: 08 Sep 2017 03:51
DOI or Identification number: 10.3727/152599515X14229071393133
URI: http://researchonline.ljmu.ac.uk/id/eprint/5356

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