EUROPEAN SPORT MANAGEMENT QUARTERLY, vol.17, no.2, pp.171-192, 2017 (Journal Indexed in SSCI)
Article / Article
Title of Journal :
EUROPEAN SPORT MANAGEMENT QUARTERLY
Experiential marketing, hedonic attitude, utilitarian attitude, satisfaction, behavioral intention, SATISFACTION, CONSUMPTION, CONSEQUENCES, SPECTATORS, EMOTIONS, ECONOMY, LOGIC, MODEL
Research question: Participation in sport events is a significant aspect of experience. So far very few analyses exist that shed light on the kind of experiences that satisfy participants within the context of sport events. Using an experiential marketing approach, a behavioral model was tested in which perceived experiences and attitudes were proposed to interact with satisfaction to predict behavioral intentions of participants in festival with a specific sport event.