Spectator Satisfaction with the Event Operations of AN Intercollegiate Atheltic Conference Women's Basketball Tournament
|
 |
|
Post a Comment
|
|
|
|
|
CONTRIBUTORS:
|
|
|
CONFERENCE NAME:
|
|
|
CONF. LOCATION:
|
Atlanta, Georgia
|
|
CONFERENCE YEAR:
|
2004
|
|
PUB TYPE:
|
Conference Presentation
|
|
SUBJECT(S):
|
None
|
|
DISCIPLINE:
|
Recreation, Sports & Leisure Studies
|
|
HTTP:
|
|
|
LANGUAGE:
|
None
|
|
PUB ID:
|
103-408-601
(Last edited on
2004/10/14 20:34:17 GMT-6)
|
|
SPONSOR(S):
|
|
|
ABSTRACT:
Numerous researchers have indicated the importance of quality event operations to the overall satisfaction and continued consumption of attendants at sports events. Marketing resources are better spent by keeping and satisfying existing customers than attracting new ones. This requires service quality that meets or exceeds consumer expectations, where it is essential for tournament organizers to identify and study those service variables that affect spectator consumption levels at the tournament. The purpose of this study was to examine spectator satisfaction with the event operations of an intercollegiate athletic conference women’s basketball tournament. Through a modified application of the Spectator Satisfaction Inventory and the Spectator Satisfaction Scale, a questionnaire was developed that had three sections: (a) quality of tournament operations with 22 Likert-5-point-scale items in two versions (expectation and perception) and under five factors, (b) game consumption level with 8 variables, and (c) sociodemographic background with 15 variables. Selected by random cluster sampling procedures, research participants (N=1,076) were the attendants of an intercollegiate athletic conference women’s basketball tournament, who responded to the survey during the halftimes of the three rounds of games that lasted three days. The participants proportionally represented the number of spectators attending the three rounds of the games, with close to 50% from the first round and 25% from the second round and the championship, respectively. All of the tournament operation factors displayed good internal consistency, with alpha reliability coefficients ranging from .60 to .88. Repeated measure t-tests with adjusted alpha levels revealed that the perception mean scores of three tournament operation factors (Audio and Visual, Tournament Accessibility, and Tournament Staff) were significantly (p < .05) greater than the expectation mean scores, respectively, suggesting that the tournament attendants were generally satisfied with these three areas of the event operations. Conversely, two tournament operation factors (Arena Presentations and Media Relations) had the perception mean scores that were significantly (p < .05) less than the expectation mean scores, respectively, suggesting that the tournament attendants were generally dissatisfied with these two areas of the event operations. For the purpose of reducing data for the game consumption variables, a factor analysis with principal component extraction and varimax rotation techniques was conducted. Using the criteria of an eigenvalue equal to or greater than 1.0 and a factor loading equal to or greater than .40 without double loading, two factors were determined for the game consumption variables, with all eight variables retained: Attendance Frequency (4 items) and Ticket Type (4 items). These factors also displayed good internal consistency, with alpha reliability coefficients greater than .60. Regression analyses revealed that the congruence scores between the expectation scores and the perception scores for two tournament operation factors (Tournament Staff and Media Relations) were significantly (p < .05) predictive of the game consumption factors, suggesting that the more satisfied the tournament attendants were, the higher the game consumption level was. Overall, the research findings further emphasized the importance and relevance of event management quality for an intercollegiate athletic conference women’s basketball tournament.
|
|
|
|
STATISTICS
|
|
Click on # to view
|
|
Citations
|
|
0
|
|
References
|
|
0
|
|
Comments
|
|
0
|
|
Quality
|
|
0/0.00
|
|
Interest
|
|
0/0.00
|
|
View(er)s
|
|
3/819
|
|
|
|
|
|
|
| Prev |
Next |
|