Identification of factors affecting spectators’ attendance at polo tournament in Iran

The aim of this study was to identify factors affecting spectators’ attendance at polo tournament in Iran. This research is applied and in terms of data collection is a correlation type survey. The study population included all the spectators of polo (280) in 1394. In this study, researcher made questionnaire with Cronbach’s alpha was used to collect data ( 84.05). Descriptive and inferential statistics method (one-sample t-test and Friedman test) was performed using the software SPSS23. The results of research were divided into two parts : service quality and factors affecting in attracting the audience. Service quality was divided into three parts: attractiveness factors and quality of services and the media. In each respectively tournament results, parking, and state television had the greatest impact. Effective factors in attracting spectators were divided into two parts: internal and external stimuli. That being exciting, easy access and virtual space had the greatest impact. According to the results the influencing factors should receive more attention and factors which have little impact such as accessories, easy access to the venue, the news coverage should be strengthened that will motivate and attract more viewers.