Association of Marketing Theory and Practice Proceedings 2011


Perceptions Of Students, Faculty, And Administrators About Pregame Tailgate Parties At A Kentucky Regional University

Document Type

Conference Proceeding

Conference Track

Sport Marketing

Publication Date



Tailgating parties prior to college football games are often perceived as an entertaining social experience for fans of all kinds. However, the problem of alcohol use associated with these pregame activities raise deep concerns regarding fans’ safety and their level of enjoyment and game experience while attending games. This study examined the motives, interest, and perceptions of 343 respondents (235 students, 88 faculty, and 20 administrators) with regard to pre-game tailgate parties. Three broad areas of interest were identified: (1) the primary reasons for participation in tailgating; (2) the potential problems and risks related to hosting a tailgate; and (3) recommendations for operating a safe tailgate party. Our results indicated the respondents were in favor of hosting tailgating events primarily due to the events’ social and entertainment values. However, differences in the need of alcohol control, benefits of the tailgating events, and requirements for the regulating policies were found, based on different demographic variables. Practical strategies and concerns for developing tailgating events were further discussed.

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