Spectator Experience at Medium-Scale Sports Events: A Case Study of Unesa Futsal Competition Vol.1
Keywords:
Audience experience, Medium scale events, Audience satisfaction, Quantitative research, Futsal competitionAbstract
This study aims to examine the audience experience at a medium-scale sporting event through a case study of Unesa Futsal Competition Vol.1. This study was conducted with a quantitative approach through a survey method, using a structured questionnaire given to 30 respondents who attended the event. The main objective of this study was to identify the main factors that influence audience satisfaction and analyze its relationship with the desire to attend similar events in the future. The results showed that the comfort of the venue, cleanliness, security, and event atmosphere were significant factors that shaped the positive audience experience. The majority of respondents stated that they attended to support friends, and generally gave positive responses to the organization of the event which was considered interesting and professional. These findings emphasize the importance of managing service quality and creating a supportive atmosphere to increase audience loyalty at medium-scale events.
References
Lee, Y.-K., Lee, C.-K., & Wicks, B. E. (2008). Segmentation of festival motivation by nationality and satisfaction. Tourism Management, 29(1), 1–15.
Yoshida, M., & James, J.D. (2010). Customer satisfaction with game and service experiences: Antecedents and consequences. Journal of Sport Management, 24(3), 338–361.
Taks, M., Green, B.C., Misener, L., & Chalip, L. (2015). Evaluating sport development outcomes: The case of a medium-sized international sport event. European Sport Management Quarterly, 15(1), 1–21.
Yoon, Y., Lee, J.S., & Lee, C.-K. (2010). Measuring festival quality and value affecting visitors' satisfaction and loyalty using a structural approach. International Journal of Hospitality Management, 29(2), 335–342.
Eime, R.M., Young, J.A., Harvey, J.T., Charity, M.J., & Payne, W.R. (2013). A systematic review of the psychological and social benefits of participation in sport for adults: Informing development of a conceptual model of health through sport. International Journal of Behavioral Nutrition and Physical Activity, 10(1), 135.
Creswell, J. W., & Creswell, J. D. (2018). Research design: Qualitative, quantitative, and mixed methods approaches (5th ed.). SAGE Publications.
Pine & Gilmore (1999). Consumer Experience Theory: Explains that experiences are created from various emotional, sensorial, and participatory elements that consumers experience during an event or service interaction.
García-Fernández, J., Gallego, J.F., Fernández-Gavira, J., & Vélez-Colón, L. (2018). The effects of service quality and satisfaction on sport spectators' loyalty. Sport, Business and Management: An International Journal, 8(4), 358–376.
Oliver (1980). Customer Satisfaction Theory: Focuses on how customers' expectations before the event compare with their perceptions afterward to determine the level of satisfaction.
Inoue, Y., & Havard, C. T. (2014). Determinants and consequences of the perceived social impact of a sporting event. Sport Management Review, 17(3), 256–269.
