Factors affecting the adoption of e-ticketing systems in ghana's sports industry.
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Date
2023
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KNUST
Abstract
E-ticketing as a new method of issuing and delivering tickets, become profound in most sporting activities in Europe, America, Asia, and some parts of Africa to reduce ticket printing costs. Despite its benefits, Ghana's sporting industry has only recently implemented the e-ticketing system, and key stakeholders in the football industry have fiercely opposed such innovations. This study examined factors affecting e-ticketing system adoption in Ghana's sports industry. The study employed a quantitative research approach in achieving the overall research objectives. Purposive and convenience sampling techniques were adopted to sample 196 sports spectators from Accra and Kumasi metropolis. Both descriptive and regression analysis techniques were used to examine the factors that influence the adoption of e-ticketing systems. The findings reveal that social media marketing, intentional attributes and other socioeconomic factors such as age, gender, education, employment status and income streams significantly affect the adoption of electronic ticket systems in the sporting industry of Ghana. Challenges such as the lack of infrastructure, inaccessibility, data security and protection issues, and user complexity were found to be the major challenges preventing the adoption of e-ticking within the sports industry. To promote e-ticketing as options for customers, organizations should consider increasing their investment in social media marketing, intensify digital ticketing education while revamping sport digital infrastructures together with improving accessibility to the available technological resources.
Description
A thesis submitted to the department of marketing and corporate strategy, Kwame Nkrumah university of science and technology, Kumasi in partial fulfilment of the requirements for the award degree of master of science in marketing