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Effect of the stadium occupancy rate on perceived game quality and visit intention

Taeyeon Oh (Department of Physical Education, Graduate School, Seoul National University, Seoul, Republic of Korea)
Hojun Sung (Department of Physical Education, Graduate School, Seoul National University, Seoul, Republic of Korea)
Kisung Dennis Kwon (Department of Physical Education, Graduate School, Seoul National University, Seoul, Republic of Korea)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Article publication date: 2 May 2017

Abstract

Purpose

The purpose of this paper is to examine the impact of the stadium occupancy rate on television viewers’ game quality perception and stadium visit intention (VI).

Design/methodology/approach

An experiment was conducted in which two groups were asked to watch video clips of professional soccer games with low- and high-stadium occupancy rates.

Findings

The results indicate that the higher the stadium occupancy, the higher is perceived game quality and the greater is stadium VI.

Originality/value

The paper provides useful information on the effect of the stadium occupancy rate on perceived game quality and VI.

Keywords

Citation

Oh, T., Sung, H. and Kwon, K.D. (2017), "Effect of the stadium occupancy rate on perceived game quality and visit intention", International Journal of Sports Marketing and Sponsorship, Vol. 18 No. 2, pp. 166-179. https://doi.org/10.1108/IJSMS-05-2017-088

Publisher

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Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited