Sports spectatorship in Lisbon: how leveraging consumers' motivations can increase attendance and community spirit

Abstract

This dissertation provides a thorough investigation on the variables that influence Lisbon citizens on their intention to attend a sports event. It starts by analysing the existent literature on the subject, finding four major propositions on which the theoretical model was based: infrastructures, communication, internal motivation factors (push) and external motivation factors (pull) influence a consumer’s intention to attend a sports event. Comprised within these four categories, twenty-four variables were considered. To validate the model, a questionnaire was developed, refined and performed across different sports events and their respective venues. The sample (N=432) was characterized in demographic, psychological and behavioural vectors, allowing for a 360º understanding of Lisbon citizens’ process of thought when deciding to attend a sports event. The quantitative analysis the sample went through indicated that the typical persona that attends sports events is male, has between 16 and 34 years of age and consumes sports information either through newspapers or digital channels. The most important variable in the infrastructures category is the necessity for more city sports halls, whilst in the communications category it is the influence of an emotive style. For the internal motivations, the one who influences the most is the athletic skill of the contestants, whilst the chance to witness something unique has the heaviest weight on the external motivations category. The analysis of the variables which comprise each proposition allowed all four propositions to be validated and the main research question to be deemed affirmative:5 infrastructure, communication, internal motivations (push) and external motivations (pull) influence a consumer’s intention to attend a sports event. The main managerial implications found are the necessity for a new city sports hall, better sports events’ communication and the creation of incentives for sports practicing, as that leverages engagement with sports and, consequentially, leads more persons to attend sports events. Regarding academic implications, some of the indicators established are related to the elements that compose venue quality, the variables which comprise an emotional communication and ticket prices and their evolution through time when indexed to economic indicators. The most important limitations found were the availability of the individuals inquired to answer during sports events and the possible bias derived from the 2016 Rio de Janeiro Olympic Games. Guidelines for future research were also developed, as are examples sports events’ attendance in other Portuguese cities, sports practitioners in high school/university and their relationship with professional athletes, as well as further research within the propositions validated. The purpose of this dissertation was fulfilled, in the sense that it contributed to Lisbon winning the application for European Capital of Sport in 2021.