Abstract
The main objective of this research was to test the relationship between five place-specific factors of service quality in spectator sport settings (the dependent variables) and two critical demographic variables, frequency of attendance and age (the independent variables). Responses to the factor items and demographic section of an instrument developed by Westerbeek (1999) from a random sample of 419 spectators at three Australian Rules Football matches were used to test six hypotheses.
Significantly more than light users, heavy users place importance on those characteristics of the stadium and its environment that make them feel at home, predominantly because these characteristics create an environment in which they feel most comfortable to fanatically support their team. For this reason, uncertainty of outcome is a less desired characteristic of games for heavy users. They simply want their team to win.
Significant differences found between older and younger spectators, mainly in relation to the factors Home, Social Facilitation, and Auditory/Olfactory indicated that older spectators place more importance on those characteristics of the stadium (environment) that make them feel at home than younger spectators do. Opportunities to engage in casual conversation was another aspect of the football experience that older spectators valued more highly than younger spectators did. Finally, younger spectators placed more importance on experiencing the smells and sounds of the stadium.
Get full access to this article
View all access options for this article.