The Effect of Environmental Features of Sport Areas on Customer Attraction with an Emphasis on Responsive Environments (Case Study: Enghelab Sport Complex)

Sporting venues as social spaces which are directly related to individuals need to attract more customers for better performance and higher income. The main aim of this study was to investigate the effect of environmental features of sport areas on attracting customers with respect to the concept of responsive environments. Research method was descriptive-comparative. The statistical population consisted of all customers of Enghelab Sport Complex (N=20000). Base on Morgan Table, 350 subjects were selected by convenience sampling method. A 25-item researcher-made questionnaire was used to collect data. Reliability of the questionnaire was determined by α-Cronbach =0.81. In this study, from seven factros of responsive environment, permeability, variety, legibility, robustness, visual appropriateness and richness had a significant relationship with customer attraction in Enghelab Sport Complex. Also, permeability was the most important factor. With regard to these findings, easy accessibility to the sport areas in Enghelab Sport Complex, offering various services and also attractive environment of this sport area were the factors that played a role in customers' choice and they need be receive more attention by managers of this complex.