ラグビートップリーグにおけるファンイベントと観戦意図に関する研究 A study of Fan Events and Attendance Intention in Japan Rugby Top League:Focusing on the Kobe Steel Kobelco Steelers
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Despite the increasing study of spectator sports, little attention has been given to the study of fan services in Japan. The purpose of this study was to examine the hypothesized model, which explains the relationships between event satisfaction, team identification and attendance intentions. Data were collected from 211 participants at the Kobelco rugby festival 2010 in Kobe. The data were analyzed using correlation and multiple regression analyses. The results indicate that event satisfaction does not have a direct impact on attendance intentions, although it has an indirect effect on attendance intentions via team identification. The findings suggest that sport marketers should pay more attention to the satisfaction for fan events. Furthermore, it is necessary for sport marketers to take a more favorable approach in order to enhance team identification. Future research and managerial implications were also discussed.
- Japanese Journal of Sport Management
Japanese Journal of Sport Management 3(1), 77-93, 2011
Japanese Association for Sport Management