Challenges in the Era of Globalization - iaabd

Proceedings of the 12th Annual Conference © 2011 IAABD
when spectators are bored they will substitute boredom with sport spectating with the intention of
forgetting about life troubles and hassles, sport itself is a form entertainment like others such as music
concerts, movies, arts festivals, etc. Spectators find the sense of enjoyment and fulfilment derived from
that particular sport, another group of spectators are motivated by economical conditions such as
gambling, competitions and even spectating from luxurious expensive suite boxes or high class sport
pubs, Aesthetic factors refer to fans being motivated by the beauty of game, attracted to the artistic values
presented in the field of play such as dribbling (tsamayas and shibobos) and even aggression shown by
players. The overall performance of the team or individual player stimulates them; Group affiliation
refers to spectators having the need to belong. They desire to be with other spectators who follow the
same team. They became attached to the club, players, management and other fans. Group affiliation
presents a spirit of togetherness and Family refers to spectator wanting to be with their own families.
They sing together, spend time together and actually promote family bonding.
Methodology
A survey method was used to collect data from soccer spectators in Gauteng Province, South Africa,
using non-probabilistic sampling methods (Kerlinger & Lee, 2000). Four research assistants were trained
to administer the instrument in malls, shopping centres, and gyms. The study was conducted six months
later after the 2010 soccer world cup had finished.
Sampling and sample size
Convenience sampling was utilised; and to ensure a more representative sample consisting of spectators
from different backgrounds and taste (Calder et al., 1981), research assistants were positioned at strategic
places within shopping malls – close to restaurants, hair salons, gyms, and parking pay points where they
approached respondents who watched the soccer world cup to participate in the study. Table 1 illustrates
the participants’ demographic characteristics.
Table 1: Demographic Profile
Demographic Characteristics Percentage (%)
Gender Male 45
Female 55
Age < 20 years 21
20 – 25 years 27
26 – 30 years 21
31 – 35 years 18
35 years + 13
Monthly income < R2, 000 10
828