Motivations and expectations associated with attending major sporting events: The case of Melbourne cup

The objective of this study lies in exploring the motivations and expectations associated with attending mega sporting events. Previous empirical studies -albeit relatively scarce- tend to indicate quite different motivations for attending sports events compared to other events. In view of the exploratory nature of this study, qualitative research methods were utilised with local and international students at William Angliss Institute, Melbourne. Results indicate that social festivities along with the party atmosphere constitute key motivations for attending a major sports event. Moreover, key differences between males and females, were identified, highlighting the need for specific marketing programs and strategies.