This study measures the effect of each of the five senses on arousal, satisfaction and intention to revisit a live racing event. Spectators' arousal was significantly influenced by sights, sounds and smells. Spectators' sense of smell, taste, and touch directly impacted satisfaction. Interestingly, olfactory stimuli had an effect on both arousal and satisfaction. Spectators' arousal had a significant indirect effect on their revisit intention. The study proposes that motorsports marketers make use of olfactory stimuli to provide racing spectators with memorable experiences.

The purpose of this study was to provide an analysis of an international sporting event as a possible catalyst for social change. Because of the unique circumstances surrounding the bid process, the dual hosting of the World Cup 2002 by Korea and Japan was seen as a unique opportunity to examine the power of sport as a catalyst behind change. Longitudinal secondary data were consulted to look at the economic, social and cultural impact of the event, while interviews with respondents in both nations gave more insight on how the respondents viewed the relationship between the two nations. Economic, social and cultural indicators all reflected an impact of the World Cup on the bilateral relationship. The interviews suggested that there were two main barriers to an improved relationship between the two nations (Victim mentality of the Korean toward the Japanese, Lack of awareness of Korea in Japan), and that it was not necessarily the organization of the event that alleviated these barriers, but the performance of the Korean football team.

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