Sportscape Factors Influencing Spectator Attendance and Satisfaction at a Professional Golf Association Tournament, pp. 165-172
Sportscape refers to service extensions and the physical surroundings of a sports event. This is a case study that focuses on sportscape factors and how they influence the overall satisfaction of spectators attending a PGA TOUR event. Golf is different from other sports in that it has a flexible venue and is experienced differently by spectators and, therefore, careful analysis must be given to sportscape factors. A survey was developed and implemented at a PGA TOUR event to identify the influence of eight specific sportscape factors on the level of satisfaction of spectators. Based on preliminary descriptive analysis, the spectators appeared to be satisfied with all eight sportscape factors. By using cluster analysis, two distinct homogeneous groups of spectators were identified: a smaller group that was more satisfied with the sportscape factors and a larger group that was less satisfied. Multiple regression was then used to identify the sportscape factors that impacted overall satisfaction by cluster. Recommendations and suggestions for future research are made based on our findings to PGA directors to enhance spectator satisfaction and increase attendance.