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AFTER 17 years continuous service as a LA Council member it seemed strange to me to attend the first council meeting of 1979 as NLW'S reporter.

This study is a micro-level perspective of value co-creation in spectator sport. By examining sport through the value co-creation lens, the dual role of the customer as both a contributor to and a beneficiary of value is acknowledged and the importance of stakeholder interactions is emphasized. This study analyzes the extent to which two theoretically and managerially important factors—attendance frequency (i.e. first-time attendee vs repeat attendee) and resident type (i.e. local resident vs domestic traveler)—impact value creation in the recurring live sporting event setting.

Data were collected from spectators who attended a National Association for Stock Car Auto Racing (NASCAR) sanctioned racing event. Multigroup structural equation modeling was performed to examine the proposed pathways, and multigroup t-tests were used to compare the model across both groups for each moderating variable. Corresponding path coefficients were then compared using Chin's (2004) recommended equations and procedures.

The study found organization-related value propositions to be the more common antecedents of value, while customer appearance had a strong negative association with hedonic value, and attendance frequency and resident type influenced certain value perceptions. Sport organizations should consider the expectations and motivations of various customer groups and provide offerings designed to meet the specific needs of different fan segments based on the spectator's experience with the sport product and the distance traveled to attend the sport event.

This paper advances the authors’ understanding of value creation in sport by showing how customer perceptions of value associated with the sport organization and other customers can be moderated by certain behavioral and geographic factors.

The tremendous market growth of mobile platforms for esports underscores the need to understand players' psychological states and consumption behavior. Based on flow theory, this study examines players' psychological states (flow and clutch experiences) and consumption behavior based on the interaction effects of playing frequency, playing duration and players' levels on the PC (LOL – League of Legends) and mobile (LOLWR – League of Legends: Wild Rift) versions of the same esports title.

Data were collected from 930 valid responses and analyzed with confirmatory factor analysis and multiple regression (PROCESS macro, Model 3).

There are two main findings. First, across PC and mobile participants, casual gamers (low playing frequency and duration) have firm purchase intention when they have a clutch experience, but flow experience hinders their purchasing intention. Second, hardcore gamers' (high playing frequency and duration) psychological states are clearly distinguished according to technological platforms. Flow experience is the most effective for their purchase intention in the PC platform, but both flow and clutch states are important in the mobile platform. Flow experience is essential overall for hardcore gamers to intend their in-game item purchasing.

This study has two primary originality/values. First, this study explores flow and clutch together to measure psychological states and the impact on the purchase intention of in-game items. Second, the interacting effects of playing frequency, duration, and skill level with technical platforms (i.e. PC and mobile) for esports gaming.

The paper aims to (1) explore the positive and negative sociocultural, economic, and environmental impacts on satisfaction, and behavioral intentions; and (2) examine the changes in relationships among event impacts, satisfaction and behavioral intentions of host city residents before and after a major sporting event.

We used panel data to estimate how resident responses change over time. The data were collected three months before (N before = 266) and three months after (N after = 266) the Nanjing Youth Olympic Games. Data were analyzed by confirmatory factor analysis (CFA), structural equation modeling (SEM) and invariance tests.

A significant relationship exists between negative and positive perceived sociocultural, economic, and environmental impacts, satisfaction and behavioral intentions. In addition, findings suggest that the effect of the sociocultural impacts on satisfaction and of satisfaction on behavioral intentions strengthened after the event. The relationship between positive environmental impacts and satisfaction was reduced across the two points in time. Our results indicate that residents’ assessment regarding the sporting event partially changed over the whole six-month course of the study.

This study differs from most recent research in that it examines the sociocultural, economic, and environmental event impacts in modeling residents’ satisfaction and testing the influence of negative event impacts on residents’ satisfaction and behavioral intentions. The current study contributes to the literature by emphasizing the changes that occur regarding the relationships among event impacts, satisfaction and behavioral intentions across the same respondents over time.

The purpose of this paper is to examine the relationships among athlete star power, enjoyment and revisit intention of sport event tourists in a sport mega-event (SME).

This study was conducted in the context of 2018 PyeongChang Winter Olympic Games. A total of 419 respondents completed a survey. Structural equation modeling was used to analyze the data.

This study proved the final structure model fit well by having the values and scores higher than the minimum cutoff in all categories. Path coefficients indicate that H1a, H1c and H2 were supported while H1b was not supported by the analysis. In addition, enjoyment partially mediated the relationship between athlete star power and revisit intentions. In particular, two mediating effects were found: enjoyment mediated trustworthiness and revisit intention and expertise and revisit intention. However, enjoyment did not mediate the relationship between attractiveness and revisit intentions.

The limitation of this study lies within two perspectives. Since the data have been collected in one country, the results may be viewed and interpreted for a specific location and time. Thus, it is strongly recommended to conduct the similar studies in the future Olympic Games. In the other perspective, the results could be different from one to another sport game because of the popularity by star power and game itself.

This study adds the literature on sport event research. Although there were a few studies on the effect of athlete star power, a dearth of research examined the relationships among athlete star power (trustworthiness, attractiveness and expertise), enjoyment and revisit intention. These results are valuable to SME managers to increase the propensity of tourists’ revisit intention at sport mega-event by understanding the factors that lead to increased tourist enjoyment.

This chapter discusses emerging issues in event management with a focus on small-scale events. The author reflects on managerial approaches to stakeholder involvement and engagement, and underlines the complexity of strategy formulation for destination development planning. This contribution also provides advanced conceptual instruments for event marketing as guiding principles that permeate destination-marketing strategies. In addition, the author investigates the role and nature of sponsorship linked to enhancing the value of small-scale events and highlights fundamental issues in developing a marketing management model for place marketing and the key drivers of event management strategies involving sponsors and event participants.

Purpose: An examination of the uptake and application of Robotic, Artificial Intelligence and Service Automation (RAISA) technologies by the events industry.

Design/methodology/approach: Academic and practitioner literature review and analysis pertaining to the relevance of RAISA in events.

Findings: The events industry has tended to rely on automation in staging and event production and the application of RAISA in events has been limited but holds great potential for the future. Whereas, in the hospitality and tourism industries RAISA has been applied across a range of service functions. For example, in such industries, artificial intelligence, machine learning and service robotics technologies have become commonplace. Nonetheless, the same level of adoption of RAISA in events is less evident particularly in front-of-house operation, due largely to the incompatibility with the raison d'être of event attendance – the purposive congregation of people seeking an event experience.

Research limitations/implications: The findings are the views of the authors and are therefore reliant upon existing events management literature on RAISA and their interpretation of this information and its application to the events industry.

Practical implications: RAISA has the capacity to play a crucial technical function in the events industry. However, it needs to be acknowledged that an event is essentially an experiential product which is simultaneously delivered and consumed in a particular setting/venue. RAISA applications and techniques avail event management immense sustainability and growth potential.

Social implications: Events are expressions of human social interactions and activities. Given the recent trend in sports media consumption as a substitute for live event attendance compounded by barriers to event attendance such as heightened terrorism threat and high expense/cost, there is a real risk of degradation of the social significance of the events industry. The prudent uptake of RAISA has the potential to emolliate the barriers to attendance while facilitating effective marketing and industry sustainability.

Originality/value: This chapter provides a new perspective in focusing on the potential applicability of RAISA in event management practice.

The conclusion of the Cold War's U.S.‐Soviet superpower rivalry may have ended the threat of a global nuclear military confrontation involving these powers. It did not, however, result in the termination of international regional conflicts or of military threats to U.S. national security. The collapse of a world political and strategic system ostensibly polarized between two ideologically contrasting superpowers has resulted in the emergence of numerous threats to regional and global order.

The segmentation of customers into homogeneous groups is well researched, reflecting its importance to marketers. Specific to professional sports, published research on customer segmentation first occurred in the early 2000s, but no studies exist based on internal data from season ticket holders, an attractive and loyal customer group which is the most important customer for professional sports teams. Thus, the purpose of this research was to fill this gap in the literature through a sequential study of season ticket holders of a professional sports club.

Study 1 employed six focus groups (n = 56) to determine the constructs, understand the issues, and sequentially inform the survey instrument for the second study. Study 2 used an online survey (n = 1,007) to collect data on factors including socio-demographics, consumption, media engagement, fan satisfaction, future intentions and sports fan motivation.

The results identified the engagement factors and selection variables which drive season ticket holder purchase and allowed for the segmentation analysis, which identified fourteen unique fan segments for a professional sports club, generalizable to other clubs.

The identification of 14 segments of season ticket holders based on a sequential study framed by the sports relationship marketing model is a needed contribution for practice (i.e. a specific direction on how to efficiently allocate resources when marketing to season ticket holders) and advances our conceptual knowledge by applying the model to the context of the most loyal customers in professional sports season ticket holders.