Identifying Key Market Demand Factors Associated with High School Basketball Tournaments

Beth A. Cianfrone
James Zhang
Brenda Pitts
and Kevin K. Byon

High school sports are popular in the United States and the associated state championships are often publicized, well-attended special events providing an economic impact on host communities. Understanding attendees, particularly those variables affecting market demand for high-profile interscholastic sporting events, would help athletic directors and state associations improve marketing efforts. Through an abridged adoption of the Theory of Reason Action, this study was conducted to develop a consumer profile of high school tournament spectators by understanding their sociodemographic characteristics and market demand variables. Based on a review of literature, we identified four market demand factors to influence attendance (Event Attractiveness, Economic Consideration, Local Attractiveness, and Venue Accessibility) and studied high school regional basketball tournament attendees (N = 647). The factors were tested in a confirmatory factor analysis and t-tests and general linear model found three of the factors influenced attendance, while one influenced economic spending.