Authors: Teed, Kenneth C.¹; Delpy-Neirotti, Lisa²; Johnson, Scott R.³; Seguin, Benoit⁴

Source: International Journal of Sport Management and Marketing, Volume 5, Numbers 1-2, 1 December 2008 , pp. 226-246(21)

Publisher: Inderscience Publishers

Abstract:

The purpose of this paper is to report on an in-house, in-seat marketing survey of a professional National Hockey League (NHL) hockey team. A total of 1,783 surveys were collected over a five game period. The data collection instrument was designed by the marketing and ownership group of a professional NHL franchise. Specific research questions examined issues ranging from ticket usage, demographics, motivation to attend, barriers to future attendance, customer satisfaction, intent to purchase and media preferences of ice hockey spectators. Results indicate a very distinctive pattern in regards to motivation to attend and barriers to attendance. Ticket pricing and concessions were identified as major variables in customer satisfaction and decision to purchase. Recommendations for further research are provided.

Keywords: HEALTHCARE AND LEISURE JOURNALS; Arts, Entertainment and Leisure; MANAGEMENT JOURNALS; Operational Management, Marketing and Services

Document Type: Research article

DOI: http://dx.doi.org/10.1504/IJSMM.2009.021761

Affiliations: 1: The George Washington University School of Business, Funger Hall Suite 301, 2201 G Street NW, Washington, DC 20052, USA. 2: School of Business Director, Sports Management Programmes, The George Washington University, Funger Hall, 2201 G Street, NW Suite 301, Washington, DC 20052, USA. 3: Senior Performance Specialist, SAIC, Army Center for Enhanced Performance (ACEP), 2429 Hood Street, TX 78234, USA. 4: School of Human Kinetics, University of Ottawa, 125 University Street, Ottawa, ON K1N 6N5, Canada

Publication date: 2008-12-01

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