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Notes
- Abstract:
- The purpose of this study was to examine the impact transportation has on the quality of the fan experience while attending Miami Marlins home baseball games. Sport marketers working for professional sports teams have traditionally considered the fan experiences to begin upon arrival to the stadium or arena. While sports teams that consistently win are able to provide their fans with a pleasurable experience, less successful franchises that lack historical fan bases, need to develop alternative strategies to insure a positive fan experience. For the teams that do not win consistently, it is the responsibility of the marketing and promotions departments to create an experience on game day that will motivate fans to attend more games. While the impact of promotions, product extensions and non-game related stadium attractions have been examined in of terms the role they play in the fan experience there is little research on the role transportation to and from the park plays on the quality that experience. This study explores whether or not the available transportation options to Marlins Park had a significant role in the fan experience on gameday for Miami Marlins fans and their decision to attend a game. Results from this study can be used by the marketing and promotions department of the Miami Marlins to enhance their campaigns to include transportation as a factor that can positively influence fan attendance. Formal and informal interviews were conducted to gather qualitative data from self-identified Miami Marlins fans. A focus group was also organized in order to further explore the role of transportation in the fan experience and decision to attend a game. The data were systematically gathered and analyzed and the following influential themes emerged: 1) Proximity of a person to the ballpark, 2) Accessibility of various transportation modes, 3) Presence of product or brand extensions, 4) Team performance, and 5) Individual fan allegiance.
- Thesis:
- Thesis (M.S.)--Barry University, 2015.
- Bibliography:
- Includes bibliographical references (leaves 71-80).
Record Information
- Source Institution:
- Barry University
- Holding Location:
- Barry University Archives and Special Collections
- Rights Management:
- Copyright William Noel III. Permission granted to Barry University to digitize, archive and distribute this item for non-profit research and educational purposes. Any reuse of this item in excess of fair use or other copyright exemptions requires permission of the copyright holder.
- Resource Identifier:
- GV875.M47 N64 2015_NoelWilliam ( BU-Local )
- Classification:
- GV875.M47 N64 2015 ( lcc )
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