This study investigated and analyzed spectator motivation for Hiroshima Toyo Carp fans who watched baseball games at the stadium once or more in the 2014 season and it showed what kind of factors are important to watch at the stadium. In addition to that, it indicated the character of the Carp fan on the basis of the tendency which was found from each factor and was considered an aspect of future management strategy.
The results for spectator motivation to attend games showed the tendency that the score of “Achievement” and “Entertainment” were higher regardless of gender or the number of games attended. A sense of achievement attained from their team’s victory, and fun and entertainment by watching the baseball game were important as a spectator motivation. However, “Escape,” “Knowledge,” “Social Interaction,” and “Team Affiliation” did not show too high a score. In view of these results, it was inferred that to escape from everyday life, to obtain a knowledge of baseball, to interact with friends through a baseball game, and to feel the sense of unity with the fan team were not necessarily important as a spectator motivation.
