ANTECEDENTS OF SPORT EVENT SPECTATOR LOYALTY: CAN TOURISM THEORY BE APPLIED IN EVENT INDUSTRY?

Abstract

Study objective: This study investigates: most significant marketing mix factor shaping spectator loyalty; the relationship between marketing mix factors and spectator loyalty; and the relationship between marketing mix factors and spectator loyalty through the perceived quality and satisfaction of a mega sport event.

Methodology/approach: Based on the social exchange theory, a conceptual model was proposed and a self-administered questionnaire was fielded to secure 284 responses. The theoretical model was tested using structural equation modeling in Smart PLS.

Originality/Relevance: Spectator loyalty is a critical component in the event industry though it is under investigated and little empirical evidence is evident to manage it. This paper focuses on marketing mix elements’ role in determining spectator loyalty in the context of a sport event.

Main results: Findings reveal marketing mix factors significantly determine event spectator loyalty and the most significant factor being product. Hypotheses testing facilitated specific relationships among marketing mix factors and destination loyalty.

Theoretical/methodological contributions: Key assumptions of SET can be applied in event spectator loyalty where entertainment and amusement were driven through the exchange fundamentals. Paper extends tourism theory of building loyalty can be applied in event industry as strong relationships were evident.

Social contributions / for management: Empirically the study guides event managers to build spectator loyalty through marketing mix and a strong focus on marketing mix elements in organizing events is recommended.