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Thus, it is necessary to attract a large number of spectators to maintain a high attendance rate in order to allow a sporting event to generate a sufficient amount of revenue. Hence, it is crucial for sports marketers to understand the potential motivation that triggers these spectators to attend sporting events.

Despite various factors that motivate spectators to attend sporting events, many of them are motivated based on the need for social interaction. Since people in present days like to spend time interacting with each other. Sporting events create the perfect environment for these spectators to gather at once to spend time and actively interact with each other.

Personally, I have attended many sporting events in the past and have observed that most spectators include myself always come to sporting events with others. During the event, there is never a moment that spectators stop interacting with others. In fact, I found out an increasing level of interaction among spectators as the event reached its climax.

In order to develop an effective marketing strategy to increase spectator’s attendance rate, it is necessary to conduct a market research based on spectators’ need for social interaction of a sporting event.

In this case, I choose to conduct a marketing survey and a focus group for this research topic. The reason is because, with a marketing survey, I am able to collect large quantitative samples that allow me to get the most data possible. Then, the focus group can create qualitative data which help me to analyze the data in depth.

In this research topic, I will first construct a marketing survey for all the spectators who attended the sporting event. The purpose of the marketing survey is to collect the number of spectators who attend the sporting event based on the need for social interaction. For instance, the marketing survey should contain close-ended questions such as “did you come to the event with others”.

Then, among all the spectators who come to the event with others, I will randomly pick a small number of them to form a focus group. The purpose of this focus group is to gather the reasons of the spectators who attend the event with others. For example, the focus group should contain open-ended questions such as “why did you come to the event with others”.

After further analyzing the data from the focus group, it is crucial to determine the key reasons that drive these spectators to attend the event. Next, I will implement effective marketing strategies to help increase the spectators' attendance rates.

For example, if the key reason for spectators who attend the event in need of social interaction is to spend time with their friends. Thus, a sporting event manager could offer a ticket buddle that cost less than a single ticket. This strategy not only to encourage more spectators to attend the event with others but also help the event to increase the attendance rate.

Overall, in order to keep a sporting event with a high attendance rate. It is important to understand the need of the spectators that motivate them to attend the sporting event.