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Exploring the Motivational Factors Influencing Youth Attendance at Badminton Matches

Sports play a significant place in Malaysian culture, serving as both a spectator and participant activity. Organized badminton events have the potential to enhance sport tourism revenue by drawing in both local and international fans keen to support their favourite teams. Understanding the motivati...

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Main Authors: Abd Shukor, Suryati, Md Sharif, Norhafiza, Mohamad @ Alwi, Mohamad Khairi
Format: Article
Language:English
Published: UUM PRESS 2024
Subjects:
HV Social pathology. Social and public welfare
Online Access:https://repo.uum.edu.my/id/eprint/32093/1/JETH%2004%202024%2094-110.pdf
https://repo.uum.edu.my/id/eprint/32093/
https://e-journal.uum.edu.my/index.php/jeth/
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spelling my.uum.repo.320932025-02-20T14:26:23Z https://repo.uum.edu.my/id/eprint/32093/ Exploring the Motivational Factors Influencing Youth Attendance at Badminton Matches Abd Shukor, Suryati Md Sharif, Norhafiza Mohamad @ Alwi, Mohamad Khairi HV Social pathology. Social and public welfare Sports play a significant place in Malaysian culture, serving as both a spectator and participant activity. Organized badminton events have the potential to enhance sport tourism revenue by drawing in both local and international fans keen to support their favourite teams. Understanding the motivations of specific market segments, particularly the youth, is vital for effective sports industry marketing. However, a lack of motivation among youth to attend badminton events can lead to diminished interest in these events. Consequently, this study aims to examine the factors influencing the motivation of youth to attend badminton matches in Malaysia. The study's sample comprises 341 students from UUM, selected through convenience sampling technique. The findings reveal that self-esteem is the foremost motivation for attending badminton matches (mean=4.31), followed by factors of group (mean=4.30), family (mean=4.17), entertainment (mean=4.08), escape (mean=3.98), eustress (mean=3.94), and aesthetics (mean=3.37). Furthermore, most respondents identify as badminton fans, indicating potential growth opportunities for the badminton industry. Understanding fan motivations can enable the industry to better meet their needs, thereby contributing to its expansion and success. This study underscores the importance of engaging youth in badminton events to foster sustained interest and participation in sports tourism initiatives UUM PRESS 2024-07 Article PeerReviewed application/pdf en cc4_by https://repo.uum.edu.my/id/eprint/32093/1/JETH%2004%202024%2094-110.pdf Abd Shukor, Suryati and Md Sharif, Norhafiza and Mohamad @ Alwi, Mohamad Khairi (2024) Exploring the Motivational Factors Influencing Youth Attendance at Badminton Matches. Journal of Event, Tourism and Hospitality Studies (JETH), 4. pp. 94-110. ISSN eISSN 2805-4423 https://e-journal.uum.edu.my/index.php/jeth/
institution Universiti Utara Malaysia
building UUM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Utara Malaysia
content_source UUM Institutional Repository
url_provider http://repo.uum.edu.my/
language English
topic HV Social pathology. Social and public welfare
spellingShingle HV Social pathology. Social and public welfare
Abd Shukor, Suryati
Md Sharif, Norhafiza
Mohamad @ Alwi, Mohamad Khairi
Exploring the Motivational Factors Influencing Youth Attendance at Badminton Matches
description Sports play a significant place in Malaysian culture, serving as both a spectator and participant activity. Organized badminton events have the potential to enhance sport tourism revenue by drawing in both local and international fans keen to support their favourite teams. Understanding the motivations of specific market segments, particularly the youth, is vital for effective sports industry marketing. However, a lack of motivation among youth to attend badminton events can lead to diminished interest in these events. Consequently, this study aims to examine the factors influencing the motivation of youth to attend badminton matches in Malaysia. The study's sample comprises 341 students from UUM, selected through convenience sampling technique. The findings reveal that self-esteem is the foremost motivation for attending badminton matches (mean=4.31), followed by factors of group (mean=4.30), family (mean=4.17), entertainment (mean=4.08), escape (mean=3.98), eustress (mean=3.94), and aesthetics (mean=3.37). Furthermore, most respondents identify as badminton fans, indicating potential growth opportunities for the badminton industry. Understanding fan motivations can enable the industry to better meet their needs, thereby contributing to its expansion and success. This study underscores the importance of engaging youth in badminton events to foster sustained interest and participation in sports tourism initiatives
format Article
author Abd Shukor, Suryati
Md Sharif, Norhafiza
Mohamad @ Alwi, Mohamad Khairi
author_facet Abd Shukor, Suryati
Md Sharif, Norhafiza
Mohamad @ Alwi, Mohamad Khairi
author_sort Abd Shukor, Suryati
title Exploring the Motivational Factors Influencing Youth Attendance at Badminton Matches
title_short Exploring the Motivational Factors Influencing Youth Attendance at Badminton Matches
title_full Exploring the Motivational Factors Influencing Youth Attendance at Badminton Matches
title_fullStr Exploring the Motivational Factors Influencing Youth Attendance at Badminton Matches
title_full_unstemmed Exploring the Motivational Factors Influencing Youth Attendance at Badminton Matches
title_sort exploring the motivational factors influencing youth attendance at badminton matches
publisher UUM PRESS
publishDate 2024
url https://repo.uum.edu.my/id/eprint/32093/1/JETH%2004%202024%2094-110.pdf
https://repo.uum.edu.my/id/eprint/32093/
https://e-journal.uum.edu.my/index.php/jeth/
_version_ 1825164514207727616
score 13.239859

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