Subcultural identification and motivation of spectators at the 2005 Pan American Junior Athletics Championships.

Date of Award


Publication Type

Master Thesis

Degree Name





Business Administration, Marketing.



Creative Commons License

Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.


Due to the high costs associated with hosting major sporting events it is necessary from an event organizer's perspective to design marketing strategies that aim to maximize the number of spectators in attendance. Previous research has shown that identification with the sport subculture, leisure and fan motives act as strong predictors of attendance at sporting events. The purpose of the study was to examine the existence of and relationship between these constructs at a one-time medium sized track and field event. Results indicate a number of valuable preliminary theoretical and practical insights into the understanding of sport consumer motives at special events. The key findings that are unique to special events and warrant future research include the strong relationship between identification with the sport subculture and motivation, the possible presence of a gender threshold effect, and the influence of a host destination's sport history and tradition. Paper copy at Leddy Library: Theses & Major Papers - Basement, West Bldg. / Call Number: Thesis2006 .S64. Source: Masters Abstracts International, Volume: 45-01, page: 0116. Thesis (M.H.K.)--University of Windsor (Canada), 2006.