Horse racing in the United Kingdom (U.K.) is a mature market and in 1991 the Commons’ Home Affairs Committee concluded: “To prosper, racing must promote and sell itself on the domestic and international markets.” New target markets need to be encouraged to attend. This study, completed for the Newbury Racecourse, Berkshire, England, used first-time race attendees to identify the most important factors to repeat consumption for 18 to 28-year-olds.
Get full access to this article
View all access options for this article.
References
1.
BellJ. (1993). Doing your research project(2nd ed.), Buckingham: Open University.
2.
BirdP.J. (1982). The demand for league football. Applied Econornics, 14, 637.
3.
BitnerM.J. (1990). Evaluating service encounters: The effects of physical surroundings and employee responses. Journal of Marketing, 51, 69–82.
4.
Bookies jockey for new appeal — bookmakers want to shake their Andy Capp image and woo a younger market, 19 November.Financial Times (1993), 35
5.
BranchD.D. (1995). Tapping new markets: Women as sport consumers. Sport Marketing Quarterly, 4(4),10–13.
6.
BrindleyC.S., & Hudson DaviesR. (1995). The National Lottery —The acceptable face of gambling? in McFeeC (Ed.), Leisure cultures: Values, genders and lifestyles (pp. 179–191). Brighton: LSA
7.
BruceA.C., & JohnsonJ.E.V. (1992). Toward an explanation of betting as a leisure pursuit. Leisure Studies77,201–218.
GreensteinT.N., & MarcumJ.P. (1981). Factors affecting attendance of major league baseball: Team performance. Reviewof Sport and Leisure, 6(2), 21
14.
HillJ.R., MaduraJ., & ZuberR.A. (1982). The short run demand for major league baseball. Atlantic Economic journal, 10(2),31.
15.
Home Office. (1995). Deregulation: Gaming machines and facilities in betting offices. A consultation paper.London: HMSO
16.
InglisS. (1992). Focus groups as a useful qualitative methodology in sport management. Journal of Sport Management, 6,173–178.
17.
JonesJ.C.H. (1984). Winners, losers and hosers: Demand and survival in the National Hockey League. Atlantic Economic journal, 72(3), 54.
18.
KahleL.R., KambraK. M., & RoseCM. (1996). Afunctional model of fan attendance motivations for college football. Sport Marketing Quarterly, 5(4), 51–59.
19.
KreugerR.A. (1994). Focus Croups: A practical guide for applied research (2nd ed.). London:Sage.
20.
Marketing Business (1992). “Horses for courses” July/August. pp. 36–39
21.
Mintel Market Intelligence. (1988). Gambling.London: Mintel International Group.
22.
MurphyP., WilliamsJ. & DunningE. (1990). Football on trial: Spectator and development in the football world.London: Routledge.
23.
NollR.G. (1974). Government and thesports business. Washington: The Brookings Institute.
ParasuramanA., ZeithmalV.A., & BerryL.L. (1988). SERVQUAL: a multiple itemscale for measuring consumer perceptions of service qualityjournal of Retailing64(1), 13–37
26.
TurcoD. M. (1996). The X factor: marketing sport to Generation X. Sport Marketing Quarterly, 5(1),21–26.
27.
WalkerJ. (1996, February 9th). Jockeying for position. Marketing Week pp. 37–42.
28.
WestJ. (1996). Travelling the turf. (11 ed.). London: Kensington West Productions.
29.
ZakT.H., HuangC.F., & SiegfriedJ.J. (1979). Production efficiency: The case of professional basketball. journal of Business, 52(3),. 379–392.
30.
ZhangJ.J., PeaseD.G., HuiS.C., & MichaudT.J. (1995). Variables affectingthe spectator decision to attend NBA games. Sport Marketing Quarterly4, (4),29–38.
31.
ZhangJ.J., SmithD.W., & PeaseD.G. (1996) Spectator knowledge of hockey as a significant predictor of game attendance. Sport Marketing Quarterly5, (3),41–48.
