An exploration of the motivation to attend for spectators of the Lexmark Indy 300 Champ Car event, Gold Coast

Abstract

The perceptions of spectators (N = 36) at the Lexmark Indy 300 Champ Car event were assessed via qualitative methods to evaluate their internal and external motivations to attend. The characteristics of the majority of attendees who were interviewed for this study were predominantly male, 26–35 years old, from Queensland, and who earned around AUD$50,000–75,000 per annum. The most common reason to attend was the atmosphere that the event created, in particular, the entertainment options. Other reasons included watching the race, the location, living nearby, attending with friends or family and interacting and socializing with other people who also attend. The findings revealed that participants attended to escape every day life, or that they were a ‘true fan’ of the motorsport. The findings of the study have implications for sport marketers who wish to communicate to those individuals in more targeted approaches for a more efficient and effective impact.

Keywords:

• Motor sports events
• Motivation to attend