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Unlocking the economic value of empty seats in South African stadia
Mini Dissertation (MBA)--University of Pretoria, 2020.
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| Other Authors: | |
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| Format: | Thesis |
| Language: | English |
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University of Pretoria
2020
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| _version_ | 1867613649503256576 |
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| access_status_str | Open Access |
| author2 | Mckay, Tracey |
| author_browse | Mckay, Tracey |
| author_facet | Mckay, Tracey |
| collection | Thesis |
| dc_rights_str_mv | © 2020 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. |
| description | Mini Dissertation (MBA)--University of Pretoria, 2020. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/75270 |
| institution | University of Pretoria (South Africa) |
| language | English |
| last_indexed | 2026-06-10T12:39:30.213Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2020 |
| publishDateRange | 2020 |
| publishDateSort | 2020 |
| publisher | University of Pretoria |
| publisherStr | University of Pretoria |
| record_format | dspace |
| source_str | UPSpace — University of Pretoria Institutional Repository |
| spelling | oai:repository.up.ac.za:2263/75270 Unlocking the economic value of empty seats in South African stadia Mckay, Tracey ichelp@gibs.co.za Naicker, Kovilen Manikum UCTD Mini Dissertation (MBA)--University of Pretoria, 2020. In a country known for its love of major sports such as cricket, football (soccer) and rugby, it seems counterintuitive that attendance at live sport events is declining. With high-performing international teams, star personalities, and beautiful sport venues, emptier sports stadia need investigation. This decline negatively affects sports revenues and has a depressive effect on microeconomies in and around sporting venues as well. This research sought to understand the South African sport consumers’ behaviour. It draws on insights from literature on sport consumer behaviour and related psychological fields. An understanding of the antecedent psychological drivers for behavioural intentions to attend live sport events was assessed, grounded by the theory of planned behaviour. A deductive research design employed a distributed survey that gathered 171 observations for analysis and used a multiple regression methodology, with weighted least squares transformations. The findings illustrate that sport consumers’ attitudes, subjective norms, and perceived behavioural control all positively influence their behavioural intentions to attend live sport events. The influence of digital media in creating a more competitive sport consumption category – a key insight for stakeholders looking to future-proof their sports marketing and event offerings was highlighted. This research contributes to literature in the fields of behavioural psychology, social science, sport management and sport marketing, among others. Further actionable recommendations to sports industry stakeholders are offered to derive broad-based business value. Gordon Institute of Business Science (GIBS) MBA Unrestricted 2020-07-15T13:09:15Z 2020-07-15T13:09:15Z 2020/09/30 2020 Mini Dissertation Naicker, KM 2020, Unlocking the economic value of empty seats in South African stadia, MBA Mini Dissertation, University of Pretoria, Pretoria, viewed yymmdd <http://hdl.handle.net/2263/75270> http://hdl.handle.net/2263/75270 en © 2020 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. application/pdf University of Pretoria |
| spellingShingle | UCTD Unlocking the economic value of empty seats in South African stadia |
| title | Unlocking the economic value of empty seats in South African stadia |
| title_full | Unlocking the economic value of empty seats in South African stadia |
| title_fullStr | Unlocking the economic value of empty seats in South African stadia |
| title_full_unstemmed | Unlocking the economic value of empty seats in South African stadia |
| title_short | Unlocking the economic value of empty seats in South African stadia |
| title_sort | unlocking the economic value of empty seats in south african stadia |
| topic | UCTD |
| url | http://hdl.handle.net/2263/75270 |