Sport events as experiencescapes: The spectator’s perspective

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Purpose: Combining sport event tourism and experience economy has led to an experience-based explanation of sport tourists' behavior and the creation of experiencescapes. This study aims to analyze the interdependence of perceived experiences and revisit intention across three events.
Design/methodology/approach: Using a survey, data (n = 986) were collected from spectators at the ice hockey world championships, the table tennis world championships and motorsport events (e.g. German-touring car championship). Entertainment, esthetics, escapism and education served as dimensions defining the experience at sport events and their association with revisit intention. The models were tested using confirmatory factor analyses and structural equation modeling.
Findings: The four dimensions of experience were confirmed. Yet, they differ across the three sport events. For instance, whereas entertainment loaded highest on experience for all events, education had the second-highest factor loading for the table tennis event and esthetics for the ice hockey and motorsports events.
Practical implications:Sport event marketers must understand spectators' experiences and the influence on post-consumption behavior. For motorsports, the promotional material should emphasize the esthetics of an experience, for ice hockey the entertainment, and for table tennis education is at the core of the experience.
Originality/value: This study employed the four realms of experience to a sport event setting, which is new. The results suggested that the three sport events provide distinct experiencescapes for the spectators.
Original languageEnglish
JournalInternational Journal of Sports Marketing & Sponsorship
Volume22
Issue number4
Pages (from-to)764-779
Number of pages16
ISSN1464-6668
DOIs
Publication statusPublished - 12.10.2021

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