A Two-Stage Study of the Reasons to Begin and Continue Tailgating

Abstract

A two-stage study of reasons for tail-gating was conducted at the University of Illinois. Stage 1 included interviews with people participating in tailgating parties to identify reasons for tailgating in order to develop a measurement tool. In Stage 2 a survey was conducted to develop a profile of people who tailgate, to find out how many times a year people tailgated and how long people had participated in tailgating parties, and to measure the importance of different reasons for tailgating. Findings indicated that people began tailgat-ing to escape their normal routines and enjoy the game experience, and to spend time with friends. Results showed an increase in the frequency of tailgating with age, and that tail-gating was considered an integral part of the overall game experience. Results suggested that tailgating may be an important ancillary product through which sport marketers may enhance the experience of attending a football game. People around the world flock to stadiums and arenas each year to enjoy a broad spectrum of sporting events. For many, the experience of attending is not limited to just the sporting event. A large number of ancillary activities enhance the overall experience of going to an event. The current study focused on one activity that people enjoy before many sporting events, a pre-game tailgating party.