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1- Department of Sport Management, Faculty of Sport Science, Ferdowsi University of Mashhad, Mashhad, Iran
2- Department of Sport Management, Faculty of Sport Science, Ferdowsi University of Mashhad, Mashhad, Iran , mtalebpour@um.ac.ir
3- Department of Statistics, Faculty of Mathematics, Ferdowsi University of Mashhad, Mashhad, Iran
Abstract:   (456 Views)
Background. Sport spectators are an essential part of the professional sport landscape. Spectators are important economically, because they generate revenue through ticket and concession sales, and provide ambience for broadcast televisions. Problematically, spectators’ attendance is declining in many professional leagues throughout the world.
Objectives.
The current study aimed at identifying factors affecting spectators’ attendance in the Iranian Football League.
Methods. Initial data were collected using semi-structured interviews with 20 participants, with expertise in the Iranian Football League. Using Q Methodology, 50 Q-expressions were sorted by the participants. Then, Q-factor analysis was performed.
Results. The study identified seven broad factors: 1) Lack of desirable access and transportation services to/from the stadiums; 2) Defective implementation of strategic plans in federations and clubs; 3) The impact of low-quality plays and the superiority of TV services to stadium ones; 4) Inappropriate services in stadiums; 5) Inappropriate stadium atmosphere; 6) Economic problems of spectators; and, 7) Paying more attention to margins by media from the viewpoint of critics.
Conclusions. Football officials can increase the number of spectators in stadiums by systematically removing these damages from the Iranian football body, which may solve many other problems as well.
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APPLICABLE REMARKS
  • To pay more attention to infrastructures and the construction of home stadiums, pay more attention to the quality of matches as the main product of football, strategic planning to attract and retain spectators and turning them into fanatic and loyal fans, providing desired services in stadiums, encouraging the atmosphere of stadiums free of immorality and aggression, paying close attention to the livelihood of spectators and fans, using media as a powerful tool to create the desired inclination, and influencing the attitude of spectators toward attending matches in stadiums were some essential measures suggested in most of the experts’ mental models.

Type of Study: Original Article | Subject: Sport Management and its related branches
Received: 2019/02/2 | Accepted: 2019/04/13 | Published: 2019/05/3

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