Acceso usuarios
Alyssa L Tavormina, Doyeon Won
This study explored different types of promotions within the selected factors (game day, distance, ticket price discount, concession discount, giveaway, and special event), their influence on a potential consumer's choice of attending a Minor League Baseball (MiLB) game, and the influences of consumption situation (attending with friends versus significant other). Two hypothetical consumption situations were used to examine college students' (N=201) preferences of promotional situations. Conjoint analyses indicated that the relative importance of all factors did not largely depend on the consumption situation. However, there was a significant difference of the consumer's decision to attend based on the type of promotion within each factor. This study encourages sport managers of MiLB teams to consider these types of promotions that most affect the potential consumer's decision to attend games.
