A motivation-based typology of five-day international test cricket match spectators

Abstract

Considering the various formats of cricket, as well as the different reasons why tourists attend these events, it becomes clear that more direct marketing of these events is required in order to expand attendance at various cricket matches. It is furthermore important to generate a memorable event experience for attendees to encourage future attendance. This research therefore identified different cricket spectator segments at a five-day test match between Australia and South Africa, based on their main motives for attending. Our research has identified three distinct cricket fan clusters that differ in terms of their motives, sociodemographic and behavioural characteristics, as well as the factors that are regarded by them as important for a memorable cricket experience. This research makes an important contribution to the greater understanding of sports spectators, specifically cricket spectators, and to the literature on managing and marketing team sport events of this nature.