Sport events as experiencescapes: the spectator's perspective

Abstract

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.

Citation

Hallmann, K., Zehrer, A. and Rietz, J. (2021), "Sport events as experiencescapes: the spectator's perspective", International Journal of Sports Marketing and Sponsorship, Vol. 22 No. 4, pp. 764-779. https://doi.org/10.1108/IJSMS-04-2020-0056