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This paper aims to examine the event attendance motives and the underlying mechanism through which event attendance motives influence positive word-of-mouth (PWOM) and revisit intentions. It also investigates how event attendance motives differ by gender.

A self-completed survey administered in English among visitors to the 2016 Olympic Games generated 230 valid responses. Partial least squares-based structural equation modeling was applied to test research hypotheses.

Event attendance motives of esthetics and escape positively influence host city evaluation. Host city evaluation positively influences PWOM and revisit intentions. Host city evaluation mediates the relationship between event attendance motives (esthetics and escape) and behavioral intentions (PWOM and revisit intentions). Male Olympic tourists show significantly lower means in the motives of social bond and escape when compared with female Olympic tourists.

This study adds to the body of knowledge concerning Olympic tourists, their motives and behavioral intentions. Research findings indicate that event attendance motives influence PWOM and revisit intentions through the mediating effect of host city evaluation. Considering the noticeable paucity of gender analysis weakens the understanding of the Olympic tourist behavior, this study contributes to the literature by examining gender differences in Olympic attendance motives.

This paper examines the impact of the national sports lottery (toto) in 2001 and the 2002 FIFA World Cup for the Japan Professional Soccer League - J. League. In 2001 J. League attendances grew dramatically and were sustained in subsequent years, even though member clubs did not change many of their marketing strategies and chose to maintain a distance from toto. The evidence suggests that hosting the World Cup allowed the league to leverage the country's hosting of the event in order to generate long-term interest and attendance at J. League games. By contrast, toto appears to have had a short-term impact.

The purpose of this study is to investigate and compare the role of communication, structural and intangible elements on both tourists’ rational and emotional engagement across five different types of events (nature, gastronomy, religion, theatre and music).

Responses from 1,528 tourists were obtained through a face to face questionnaire in five heterogeneous events in the Spanish region of Extremadura, a well-known cultural tourism destination. Linear regressions were used to evaluate focal constructs’ contribution (emotional and rational engagement, formal and informal communication and structural and non-structural elements) on tourists’ engagement across events.

The results revealed that tourist’s rational and emotional engagement depends on the type of event. Non-structural elements seem to be important for rational and emotional engagement for gastronomic and cultural events. Besides the impact of structural elements on rational engagement, all other factors seem to have a mixed influence. Therefore, practitioners must select the factors to highlight according to the type of events, besides structural factors.

The current results allow tourism managers to understand the mechanisms for tourists’ engagement in a multi-event scenario to strategically select and use and communicate each type of appeal when planning and communicating events to specific target audiences.

Unlike most studies that focus on a single event or typology, this study combines a set of heterogeneous events to provide a complete picture of tourism engagement for the tourism sector.

This study aims to integrate and revalidate previously proposed various structural models in understanding residents’ attitudes and behaviors in relation to mega-events before the events.

This study focussed on the 2022 Beijing Winter Olympics and used a questionnaire-based quantitative survey prior these events. A PLS-SEM analysis was run on a sample of 473 residents, in testing relationships between residents’ trust, perceived impacts, support for hosting and subjective well-being.

Results revalidate propositions from previous research, but suggest key contextual differences in light of biosecurity risks. Residents’ perceived positive (cultural) and negative (environmental) impacts affect their support for mega-events, and their perceived positive (economic and cultural) and negative (social) impacts affect their subjective well-being. Variances in the relationships were found for those who perceive a high biosecurity risk.

The data were collected from one mega-event, and thus the findings of this study are highly contextualized.

This research suggest that mega-event organizers should put effort into promoting the benefits of hosting mega-events and work collaboratively with stakeholders to reduce potential negative costs and risks as well as increase resident well-being via bringing in economic and cultural benefits.

This research focusses on social well-being during and post COVID in relation to the hosting of a mega-event.

The data were collected from the 2022 Beijing Winter Olympics, a mega-event that, because of COVID-19 and restricted spectator flows, potentially had characteristics quite different from that of other Winter Olympics or sporting mega-events.

Whilst the impact of motives on sports attendance has received due scholarly attention, one context that appears to have been overlooked is the growing trend towards playing domestic league fixtures in an international setting. The purpose of this paper is to address this oversight by exploring how four different categories of motives distinguished attendees from non-attendees for an Australian Rules football game played in New Zealand.

A stadium-intercept method at a St Kilda home game was used for the purposes of data collection. In total, 2,000 survey invitations had been distributed. Of these, 381 usable online surveys were received. The resulting data were analysed using structural equation modelling.

This study found that the lower fans’ expectations of their team winning, the less likely they were to travel internationally to watch their team play. Furthermore, it also support that sport tourism is influenced not only by the event itself but also non-event attractions offered by the host destination image.

The limitation applies to the research context in which the respondents were selected from one of the two competing teams.

This study confirms the importance of “special occasion” and highlights that an Australian Football League game played in New Zealand on ANZAC Day should continue to serve as a special occasion due to the historical significance of that day.

The results from this study confirm the importance of adding a fourth category of motives – contextual factors – to the existing list of push, pull and sports motives. The findings also support the obvious distinction between attending a domestic event vs attending an international one.

This chapter reviews the methods available to hospitality and tourism researchers to perform moderation analysis with continuous variables in partial least squares structural equation modeling (PLS-SEM), with the objective of enhancing understanding and encouraging the use of these techniques in future papers. The product term method is presented first, followed by an empirical example/application in the context of hospitality and tourism. Two extensions, namely the two-stage approach that can help cope with formative and higher-order constructs, and the orthogonalizing approach that can help generate more accurate results and overcome multicollinearity among tourism variables in the presence of a continuous moderator variable, are then presented and discussed. The chapter concludes by presenting guidelines and recommendations for improving the use of interaction effects in analyses of tourism variables, as well as highlighting ongoing developments in both the product term method and PLS-SEM software.

In Australia, male sports attendees outnumber female sports attendees by 25%, yet little research has been conducted into the attendance motives of women. This study undertakes an analysis of 460 respondents using descriptive and multivariate statistics to distinguish the attendance motivations of women and compare them directly to those of male attendees. The findings suggest that female attendance can be influenced through management and promotional strategies.

In sports consumer behaviour literature only a small amount of variance in attendance is explained by motives. One possible explanation for this is the existence of a third factor which moderates this relationship between the motives and attendance. Individuals who strongly identify with a sports team demonstrate distinctly different behavioural patterns from weakly identified individuals. Identification may, therefore, serve as a moderator. Accordingly, two hypotheses are generated: (a) the relationship between motives and attendance intention ranges from weak to moderate; and (b) the overarching construct of Identification (Team Identification) moderates the influence of motives on attendance intention. Participants were 207 United States of America National Collegiate Athletic Association (NCAA) Division IA student-subjects. Instrumentation includes measures of motivation, points of attachment and attendance intention. Through hierarchical Confirmatory Factor Analysis, regression analyses and latent variable scores approach, the results largely support both hypotheses.

The purpose of the research is to identify strategies to maximize fan attendance at the Big Ten Wrestling Championships through the creation of segmented markets based on consumers' team affiliation.

The research utilized a survey methodology to examine the motives for attendance at the Big Ten Wrestling Championships. The surveys were distributed at each of the three sessions in order to obtain a representative sample (n=140).

The results of the study demonstrated that fans responded most favorably to sport‐related motives. Additionally, the data also revealed that fans had varying motives for attendance based on their team affiliation.

The ability to segment markets based on team affiliation allows sport managers to create effective promotional strategies to maximize attendance at future conference tournaments.

The results allow the Big Ten Conference to create positive team relationships with media outlets and member institutions in an effort to maximize the fan interest in their college wrestling product.