Understanding Season Ticket Holder Attendance Decisions

Predicting attendance at events is important for efficient facility management and marketing to maximize crowds. Most work date conducted the aggregate level; however, large crowd size being predicted often means individual decisions are masked. In many markets, increased nonattendance by season ticket holders (STHs) reported, which troubling given they have prepaid expected be highly loyal. To understand who attends, rather than just how many, authors analyze “no-show” behavior of over 5,900 STH one professional team a season. Results show that in addition game viewing quality conditions, age, tenure, expenditure, prior predictors decisions, with differences individuals influenced winning uncertainty outcome. The paper expands understanding drivers provides guidance toward managerial strategies management.