Motivational Factors and Profile of Spectators. Case: Ladies Trophy 2018

Abstract

The goal of the research was to study the profile of spectators on St. Petersburg Ladies’ Trophy 2018 tournament and the motivational factors of spectators to visit the event. The research was executed during Ladies’ Trophy 27-31 January. The research has been done in a form of questionnaire and divided into two parts for each goal. The main subject of the study was to identify the fans’ motivation to attend the event. The motivational scale was specified according to specific features of the event. Furthermore, the second stage provided the demographic characteristics of spectators and highlighted customers awareness of the topic. It demonstrated an average spectator of the tournament and their demographic characteristics. The motivational scale, developed in the research, had five components with five statements. The results revealed reliable and valid measures. There were some differences of total result with subscales based on some variables. The greatest difference was in age groups, as the order of motives were completely different for young spectators and people 30-39 years old. Concerning the consumer profile, there were some unpredictable results. The prevailing spectator of the tournament were women. Moreover, most of spectators attended the event before and had a strong involvement to the event. The results of the research can be used by organizers of the tournament for future improvement of marketing. The research will be continued on the next event with similar goals for relevant and constant information about spectators of the event.