AN INVESTIGATION INTO THE FACTORS THAT AFFECT FOOTBALL MATCH ATTENDANCE OF A CHAMPIONSHIP CLUB, A CASE STUDY OF LEEDS UNITED FC.
Cardiff Metropolitan University
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This project has taken a quantitative research approach in order to discover what the factors are which affect people’s decisions to attend a Leeds United football match at their home stadium ‘Elland Road’. The case study involved sending out online questionnaires to Leeds United supporters via the use of fan pages and Twitter. This primary data was compared with secondary data from academic sources and football statistic websites. It was discovered that the majority of respondents were hard core fans as categorised by Hall et al., (2009), who love and follow the sport religiously and that they would follow Leeds United in any circumstance, regardless of the team’s current performances or league position. However, it was also discovered that ticket price, income earned, potential promotion to the Barclays Premier League, emotional feelings and transport costs also have a bearing on match-day attendance. This concluded that the difficulties Leeds United are experiencing in filling their home stadium is due to the poor team results of the last decade, the lack of optimism, marquee players, as well as increase in transport costs and ticket prices.
BA (Hons) lnternational Tourism Management