Effect of the stadium occupancy rate on perceived game quality and visit intention
International Journal of Sports Marketing and Sponsorship
ISSN: 1464-6668
Article publication date: 2 May 2017
Abstract
Purpose
The purpose of this paper is to examine the impact of the stadium occupancy rate on television viewers’ game quality perception and stadium visit intention (VI).
Design/methodology/approach
An experiment was conducted in which two groups were asked to watch video clips of professional soccer games with low- and high-stadium occupancy rates.
Findings
The results indicate that the higher the stadium occupancy, the higher is perceived game quality and the greater is stadium VI.
Originality/value
The paper provides useful information on the effect of the stadium occupancy rate on perceived game quality and VI.
Keywords
Citation
Oh, T., Sung, H. and Kwon, K.D. (2017), "Effect of the stadium occupancy rate on perceived game quality and visit intention", International Journal of Sports Marketing and Sponsorship, Vol. 18 No. 2, pp. 166-179. https://doi.org/10.1108/IJSMS-05-2017-088
Publisher
:Emerald Publishing Limited
Copyright © 2017, Emerald Publishing Limited