Cause for event: not-for-profit marketing through participant sports events
The purpose of this paper was to investigate the motivations, satisfaction and intention of participants attending a sports event organised by a not-for-profit organisation as a major avenue of cause promotion and source of revenue generation. A questionnaire was distributed via three avenues for pa...
| Main Authors: | , |
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| Format: | Journal Article |
| Published: |
Westburn Publishers Ltd
2008
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| Online Access: | http://hdl.handle.net/20.500.11937/47101 |
| _version_ | 1848757742172372992 |
|---|---|
| author | Taylor, Ruth Shanka, Tekle |
| author_facet | Taylor, Ruth Shanka, Tekle |
| author_sort | Taylor, Ruth |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | The purpose of this paper was to investigate the motivations, satisfaction and intention of participants attending a sports event organised by a not-for-profit organisation as a major avenue of cause promotion and source of revenue generation. A questionnaire was distributed via three avenues for participants to complete, resulting in a response of N = 218. The summary descriptive statistics found that overall, there was an evenly distributed age range of respondents, 55% being male. Two thirds of the respondents had participated in the event previously, with most taking part in the event with a partner or friends. Factor analysis found that four components of achievement, involvement, status and socialisation contributed to participants' motivations. The involvement component exhibited significance to overall satisfaction of the event, with overall satisfaction significantly relating to future event participation intention. These findings have significance for not-for-profit marketing strategies when segmenting those attending not-for-profit revenue generating events. |
| first_indexed | 2025-11-14T09:32:55Z |
| format | Journal Article |
| id | curtin-20.500.11937-47101 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T09:32:55Z |
| publishDate | 2008 |
| publisher | Westburn Publishers Ltd |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-471012017-09-13T14:27:26Z Cause for event: not-for-profit marketing through participant sports events Taylor, Ruth Shanka, Tekle The purpose of this paper was to investigate the motivations, satisfaction and intention of participants attending a sports event organised by a not-for-profit organisation as a major avenue of cause promotion and source of revenue generation. A questionnaire was distributed via three avenues for participants to complete, resulting in a response of N = 218. The summary descriptive statistics found that overall, there was an evenly distributed age range of respondents, 55% being male. Two thirds of the respondents had participated in the event previously, with most taking part in the event with a partner or friends. Factor analysis found that four components of achievement, involvement, status and socialisation contributed to participants' motivations. The involvement component exhibited significance to overall satisfaction of the event, with overall satisfaction significantly relating to future event participation intention. These findings have significance for not-for-profit marketing strategies when segmenting those attending not-for-profit revenue generating events. 2008 Journal Article http://hdl.handle.net/20.500.11937/47101 10.1362/026725708X381984 Westburn Publishers Ltd restricted |
| spellingShingle | Taylor, Ruth Shanka, Tekle Cause for event: not-for-profit marketing through participant sports events |
| title | Cause for event: not-for-profit marketing through participant sports events |
| title_full | Cause for event: not-for-profit marketing through participant sports events |
| title_fullStr | Cause for event: not-for-profit marketing through participant sports events |
| title_full_unstemmed | Cause for event: not-for-profit marketing through participant sports events |
| title_short | Cause for event: not-for-profit marketing through participant sports events |
| title_sort | cause for event: not-for-profit marketing through participant sports events |
| url | http://hdl.handle.net/20.500.11937/47101 |