Developing and validating a scale to measure the perceived value of sport spectators.

This study was purposed to develop and validate a questionnaire to measure the perceived value of sport spectators. Reviewing the theoretical background of perceived value in the marketing management and semi-structured qualitative interviews were two deemed methods used to identify components and items of the questionnaire. The results have demonstrated six main factors including: product, service, brand, personal, psychological and social benefits which affect the perceived benefits of spectators. Also, they have revealed other five main factors including financial, time, physical, psychological and social costs affecting the perceived costs of the spectators. Therefore, sport managers are advised to improve factors associated with the stadium, such as effective management, spectator safety, facilities and welfare. [ABSTRACT FROM AUTHOR]