Document Type
Conference Proceeding
Publication Date
Spring 2025
Abstract
The sport of rodeo has been an American fan favorite for many decades. The opportunity to experience western culture is captivating to many consumers. Although the sport has remained popular, there is limited research exploring consumer attitudes and behavioral intentions related to rodeo. Ultimately, this research will explore consumer attitudes and behavioral intentions toward rodeo via two studies. The objective for study one is to explore how students perceive local rodeos and how this impacts intentions to attend. The purpose of this study is to understand students’ attitudes towards rodeo and their intentions to participate and provide actionable insights to rodeo marketers. The objective for study two is to investigate how marketing efforts on social media platforms influence consumer’s perceptions of local rodeo. This study will aim to uncover the influence of social media marketing on consumer attitudes and perceptions of rodeo events.
Recommended Citation
Greene, S. H., and McLelland, M. (2025). Consumer intentions and its influence on local rodeo attendance. 2025 Association of Marketing Theory and Practice Proceedings, 22. https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2025/22
