Who are Minor League Baseball spectators? Developing a motivation-based segmentation typology of MiLB game attendees
by Ari Kim; Jessica R. Braunstein-Minkove; Moonhoon Choi
International Journal of Sport Management and Marketing (IJSMM), Vol. 23, No. 4, 2023

Abstract: Understanding consumers' underlying motivation(s) for attending sporting events is vital in developing strategic marketing plans. A complete understanding of individuals' motivations to attend can be essential for sport organisations with lower budgets, limited staffing, and/or saturated markets. With this in mind, this study aimed to investigate Minor League Baseball (MiLB) spectator motivations, identifying spectator typologies using motivation-based segmentation. Data were obtained from 587 MiLB spectators using a modified version of Trail and James' (2001) motivation scale for sport consumption. Confirmatory factor analysis, two-step cluster analysis, and discriminant analysis were employed for classification purposes, resulting in four segments - family focused, baseball lovers, escapers, and general entertainment seekers. This study augments and extends the existing sport marketing literature, particularly with the use of motivation-based segmentation for sport spectator typology. Both theoretical and practical implications are addressed.

Online publication date: Wed, 05-Jul-2023

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