Measuring spectators' perception toward peripheral stadium quality services after COVID-19: impact on their emotions and attendance intentions

Abstract

PurposeThe perception of sport consumers on peripheral stadium-quality services (PSQS) has evolved after compulsory precautionary measures were imposed on gatherings to alleviate the spread of coronavirus. This study attempts to reassess five principal dimensions of PSQS? Stadium parking, stadium cleanliness, fan control, food services and perceived crowding? through reflecting on the COVID-19 control and prevention measures established during this pandemic. Furthermore, it aims to measure the impact of the multi-dimensional PSQS on spectators' emotions and future attendance intentions.Design/methodology/approachThe purposive sampling technique was used to collect data from spectators watching the live matches of cricket at the stadium. A total of 680 responses were collected from spectators and uploaded to the measurement model. The covariance-based structural equation modeling technique was used subsequently for analysis purposes.FindingsThe study found a positive impact of the stadium cleanliness and fan control services on spectators' happiness and excitement emotions; and a negative impact of stadium parking, stadium cleanliness, fan control and perceived crowding on their anger, anxiety and dejection emotions. The happiness and excitement emotions of the spectators induced them to visit again at the stadium. Of all the peripheral quality services, the study found only stadium cleanliness service indirectly effect spectators' revisit intentions through excitement emotion as a mediator.Research limitations/implicationsThe incorporation of the safety procedures through PSQS can reduce spectators' negative emotions especially when they face psychological fear of the pandemic. These services work as a stimulus for spectators that directly affect their organism (emotions) and indirectly affect their response (attendance intentions).Originality/valueThis study contributed to sports research by novelty evaluating sport consumers' perception of the PSQS after incorporating COVID-19 preventive measures. It empirically examines the effect PSQS on spectators' emotions and re-visits intentions.

The influence of event-related factors on sport fans' purchase intention: a study of sponsored products during televised sporting events

“…During the phase of the COVID-19 pandemic, corporate brands continued their association with the sport events (e.g. IPL) because of the popularity and spectators' involvement in the event (Rai et al ., 2023). Hence, the finding of the study provided the fact that sport fans involvement in the event affects the event reputation as well as the commercialization of event.…”

“…spectators' field experience, positive environmentand event image) (Close and Lacey, 2013; Gwinner et al. , 2009; Rai et al. , 2023; Yousaf et al.…”

“…international venues, celebrity team owners and international players) and individual factors (e.g. spectators' field experience, positive environmentand event image) (Close and Lacey, 2013;Gwinner et al, 2009;Rai et al, 2023;Yousaf et al, 2018). Rai et al (2021b) explored meaning transfer theory in the context of celebrity endorsement and found that when consumers perceive congruence between the celebrity and their endorsed brand, the celebrity's image is positively transferred to the brand image; this transformation positively influences consumer purchase intention (Rai et al, 2021b).…”

“…, 2015). The COVID-19 pandemic accelerated digital transformation and the use of numerous technologies, making it even more appealing (Rai et al. , 2023).…”

“…Sport in the Asia-Pacific region is a promising market that appeals to younger generations who are passionate about various sporting events (Kamath et al, 2020;Rai and Singh, 2020;Yousaf et al, 2015). The COVID-19 pandemic accelerated digital transformation and the use of numerous technologies, making it even more appealing (Rai et al, 2023). Some Asia-Pacific-based sporting events have gained global recognition (Branddirectory.com, 2022).…”