Factors Affecting Spectators' Decision in in Attending Minor League Baseball Home Games

There are many reasons as to why fans attend home game events. This study examined what motivates individuals to attend Lake County Captains Baseball events. Managers have some influence over many of the factors that affect attendance at the minor league baseball (MiLB) games such as budgeting, concessions, cleanliness or attractiveness of the stadium, and promotional activities. However, there are some factors that managers cannot control (e.g., weather and city population). Two hundred Lake County Captains fans participated in this study. Participants completed a two-sided survey questionnaire that has six different dimensions (29 items): Residual Preferences (6 items), Economics (5 items), Social Aspects (4 items), Enjoyment (5 items), Team Identification (4 items) and Team Affiliation (5 items). The survey questions are based on a 5-point Likert Scale, measuring factors that affect attendance from “strongly disagree,” “neutral,” to “strongly agree.” The survey is also designed using ordinal and nominal scales for the demographic information of the participants in the survey. An exploratory factor analysis was used to examine the factor structure and items of the survey. Descriptive statistics were used to analyze all the demographic factors and items on the survey. Factorial MANOVAs were used to examine the mean vector scores of perfectionisms between the demographics and the seven factors. Significant age differences were found in Residual Preference-Environment and Team-Affiliation based on attendance, whereas significant annual household income differences were found in Economics and Enjoyment based on attendance. Likewise, significant education levels differences were found in Team-Affiliation. The spectators agreed that all factors played a huge role in motivating them to attend the Lake County Captains Minor League Baseball. Age, household income, and education levels had the most significant effects on attendance. When arranging a plan to increase attendance, it is essential to focus on the 25-36 age group, individuals who earned $40,000-$59,000 a year, and participants who obtained bachelor’s and master’s degrees, the largest groups in attendance at the game. It appears that the primary motivating factors for the adolescents would be socialization and enjoyment