The relationship between the motivations and the factors affecting it on the attendance of volleyball game spectators in Aluminum Al-Mahdi Hormozgan team

Master's Thesis: Physical Education (M.A)

Treatment: Management

Abstract:

In the present study, the motivations and effective factors of the spectators to watch the volleyball game of Al-Mahdi Hormozgan team were discussed. The method of this research is descriptive-correlation which was conducted in the field. The research tool was a twenty-seven question questionnaire about the motives of the spectators. The reliability of the questionnaire in this research was 0.756. The results obtained from the descriptive statistics in this study showed that the average motivations, in order from large to small, are: interest in the team with 4.6 has the highest average among the motivations and the excitement of the game 4.5, knowledge of volleyball 4.4, proxy victory 3.4, exchange game 3.8, escape 3.6, service to the audience 2.3, entertainment 3 and finally the lowest value was related to interest in the players with an average of 1.7 .  Inferential statistics in the study of the relationship between the motivations and the attendance of the spectators, the results showed that the support of the team, escape, excitement of the game, knowledge of volleyball, exchange games, welfare services and entertainment of the games have a significant relationship with the attendance of the spectators, but interest in a particular player and proxy victory do not have a significant relationship with the attendance of the spectators. Finally, the total effect of the audience's attendance motivation was measured in the amount of their attendance. Multiple regression was used to investigate the cause-and-effect relationship between several independent variables (motivations) and the dependent variable (attendance rate). The results showed that the independent variables are able to explain 12.3% of the changes in the dependent variable, and the influential variables at the 5% level are, in order of importance: welfare services for spectators, excitement, interest in the team, interest in players, knowledge of volleyball and exchange game.                                                       .                                                                                                      .

Key words: motivation - factors affecting the attendance - spectators - volleyball

- Introduction

A group of people participates in competitions and fights, and the other group, who do not have the ability or possibility to face the opponent directly, fulfill their dreams in the activity. A person or a group of people who have seen and as an interested spectator, cry out for joy with the victories of their favorite team and cry in sadness when they fail (Andref, 2010)

The existence of many sports enthusiasts in sports competitions, fanatical and fanatical fans of sports teams and fans of health and wellness who constantly demand appropriate, fast and diverse sports services has made sports known as a popular and lucrative industry. and its increasing growth in all possible fields such as entertainment, sales market, physical fitness, professional sports, academic sports, sports goods and industries, tourism, healthy recreation, etc. has made it one of the most profitable industries in the world, especially in advanced industrial countries. Today, marketing and profitability is the main goal of most public and private companies around the world. Sports investors also build spaces and provide sports services, produce clothing and sports equipment, and hold income-generating competitions. Customers and sports fans also use these sports products and services. One of the services provided is the opportunity to watch different games (Andref, 2010).

Volleyball is the most popular sport in our country and many other countries. On match days, especially matches between big teams, many people go to see the matches. Many spectators wear shawls and clothes in the color of their favorite team and publicly declare their support. Apparently, everyone goes to the gym to watch matches, but behind this simple reason, many motivations can be found to attend. Finding these motivations is the responsibility of sports marketing research.

Knowledge of sports marketing has become very important for sports federations and organizations in the past years.This skill and knowledge has become so important that it can be considered as one of the important components of the survival of sports federations and organizations, and this importance is increasing increasingly (Hassanzadeh, 2014). The presence of more spectators will lead to more sales of tickets and other services and products provided by the stadium. TV and money drive sports to become professional. In many countries, the issue of generating income for clubs and making them self-governing is discussed. This can be an important way to provide income for teams, especially in our country, which is moving towards privatization.  In this sense, understanding the motivation of people is very significant and important from the point of view of sports managers. A manager who is aware of the motives of the spectators can guess the reason for their behavior and make the necessary predictions to solve the issues and problems on the way to the presence of the spectators in the stadium. (Alavi, 1381).

1-2- Statement of the problem

Its motivation has long attracted the attention of philosophers, thinkers and especially great educators. Therefore, the concept of motivation and understanding the factors that motivate people is one of the most complex parts of psychology and management today and requires extensive scientific and research work. Each of the thinkers have expressed theories in explaining the motivational factors affected by the prevailing culture and social conditions. There is no doubt that the motivational power of man has been to such an extent that he was able to establish the post-industrial age and the subsequent age of information technology. Despite all these advancements in technology, human issues have created the greatest problem of our age and have occupied the minds of experts on a large scale (Shafizadeh and Khalji, 2008). 

One ??of the main duties of managers is to make decisions and policies for the future of their organization. Analyzing attendance motivations can be a good tool for managers to make decisions. Sports fans spend a lot of money by attending games (Howard 1 and Crompton 2, 2004). Managers and marketers of sports teams should use marketing strategies and plans to increase the attendance of spectators in the game. In order to increase the attendance of spectators in the game, it is necessary to identify the factors and motivations affecting the attendance, both psychological and internal factors and external and environmental factors, and the amount of influence of each on the attendance rate is measured. Therefore, this research seeks to test the motivations and effective factors in the presence of spectators. (Kahle3, et al., 1996). style="direction: rtl;">1howard

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Research on the presence in the game has been investigated from two aspects, the psychology department is looking for the internal factors of the consumer such as Expectations, satisfaction and motivation of attendance, the external aspect looks for factors such as the history of winning and losing teams, the comfort of the sports hall and its features, the weather on the day of the match, the income level of the audience, the presence of entertaining substitutes, etc. (Kahle et al., 1996).

The rise of the sports industry. Sports managers are struggling to increase revenue relative to costs. They are always looking to increase the attendance of spectators in games and build loyal fans (Neal and Funk, 2006).

The income from the attendance of spectators is up to 75% of the total income of some teams (Zhang, et al., 1996).

Spectator attendance at the game generates revenue through ticket sales and special seats and helps generate revenue through other sources such as sponsorship and food and beverage sales, advertising and media rights (Neal and Funk, 2006).