A systematic literature review of factors influencing spectatorship in sports

Introduction: Spectator attendance at sport events was one of the most important aspects of the economic and social structure of the sport industry. The past research often examined ticket pricing, team performance, and social media separately, and their interaction was insufficiently studied. Objective: The purpose of the study was to examine the effects of these three factors systematically on attendance as well as the outcome of the combination of these three factors on fan behavior. Methodology: A systematic literature review was conducted using a transparent screening protocol. After starting with 259 articles, 19 peer-reviewed studies were identified using pre-determined inclusion criteria. Thematic analysis was conducted to identify the central patterns pertaining to the aspects of pricing, performance, and digital engagement. Results: The findings revealed that ticket pricing was most effective when perceived as fair and aligned with positive team performance. Team success influenced casual fans, whereas loyal fans remained consistent regardless of outcomes. Social media significantly shaped audience perceptions and decisions, particularly among younger spectators. Discussion: The present study demonstrated that these factors functioned interdependently. Emotional and digital elements were found to moderate economic responses, challenging traditional models that viewed them separately. Conclusions: An integrated approach to pricing, team communication, and digital strategy is essential to attract and retain sport event audiences in evolving market conditions.