Assessing spectator motivation for the Paralympics: the mediating role of attitude

Abstract

Purpose

The purpose of this study was to examine the influence of para-sport spectator motivation on spectator revisit intentions and the mediating effect of attitude on motivation and revisit intentions.

Design/methodology/approach

This study was conducted in the context of the 2018 PyeongChang Winter Paralympic Games. A total of 350 respondents completed a survey. Confirmatory factor analysis (CFA) and structural equation modeling (SEM) were used to analyze the data.

Findings

Inspiration, supercrip image, physical skill/aesthetics, and social interaction had strong influences on attitudes toward Winter Paralympics, and attitude was also shown to have a strong impact on revisit intentions. The results also revealed the mediating effect of attitude on para-sports motivation factors (inspiration, supercrip image, physical skill/aesthetics, and social interaction) and revisit intentions.

Originality/value

This study extends the literature on para-sport spectator motivation. Although there are a few studies examining spectators' motivation to attend para-sport events, there is limited research on the relationships among motivation, attitude, and revisit intention based on consumer attitude theories. The results are valuable to sport managers in increasing the propensity of para-sports events by understanding the factors that lead to changes in attitudes and increases in future attendance.

Citation

Kim, M., Park, J. and Yoon, Y. (2023), "Assessing spectator motivation for the Paralympics: the mediating role of attitude", International Journal of Sports Marketing and Sponsorship, Vol. 24 No. 1, pp. 186-202. https://doi.org/10.1108/IJSMS-08-2021-0158