Motivational Differences In Spectators Between Core And Augmented Sports Events – Formula One Singapore Grand Prix
Sher, Zi Ao
Date of Issue2017
National Institute of Education
Formula One Singapore Grand Prix is Formula One’s first ever night race and has been in Singapore since 2008. Decreasing attendance at sporting events led event organizers to broaden the core event’s appeal through event augmentation. With the introduction of event augmentation, a gap exists in the literature studies on motivation to attend motorsports events and the influence of event augmentation on the core events. The purpose of this study is to explore the motivational differences, within individuals and between gender, to attend the Formula One Race and the augmented events, mainly the concert. The Sport Fan Motivation Scale (SFMS) was employed to assess the Singapore Grand Prix spectators’ motivation in attending both activities. The questionnaire was completed by 73 spectators, aged 21 and above, who had been to both activities at the Singapore Grand Prix. Paired samples and independent samples t-tests were run to test for the differences in motivation. Generally, spectators were more motivated to attend the concert than the race, while male spectators were more motivated to attend the race than the females. This study initiated a preliminary research in comparing core events and their augmented counterparts. The findings also provided a better understanding, of the spectators’ motivational profiles, for the marketing team to better adapt their marketing strategies. More promotional focus could be placed on concerts or attracting male spectators to the race. Future research could include more attendance factors to shed light on the complicated relationship between the core and augmented event.
Final Year Project (FYP)