Kim, Young Hoon; Duncan, Jen L.; Jai, Tun-Min (Catherine) - In: Sport, Business and Management: An International Journal 6 (2016) 1, pp. 76-96
Purpose – The purposes of this paper is to segment spectators of collegiate football game using a cluster analysis and to determine differences between spectator clusters based on motivations, satisfaction, and demographic characteristics. Design/methodology/approach – A survey instrument...