The effects of sensory stimuli on motorsports spectators

Abstract

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.

Exploring tourists' experience at private social dining: Dimensionality and satisfaction

“…It was a perfect experience to escape the tourist trap one can be subject to in a city with so much to see and do.The importance of sensory experience on behavior has been confirmed in previous studies (Chen & Lin, 2018). Evidence also further supports that the sensory experience reflected in eWOM is a good signal to arouse positive rating behaviors (Chung, Ryu, Green, & Kang, 2015). In the research context, the host of private social dining has realized the role sensory experience can play in satisfying potential tourists.…”

The effects of prior affect and sensory stimuli on motorsport spectators’ in-the-moment experiences

“…This study’s items were developed from Chung et al (2015), Lee et al (2012), and Uhrich and Benkenstein (2010). What makes these items different from those studies is the conceptual inclination toward sport spectators’ in-the-moment perception of sensory stimuli.…”

“…The effect of aural stimuli on team loyalty was not even supported. Motorsports provide of course a context where aural stimuli are strong across the entire venue (Chung et al , 2015).…”

“…Churchill’s (1979) recommendations were adopted to create scales assessing spectators’ stimuli of five senses at a racing circuit. First, a literature review was performed to specify and define a construct of sensory stimuli that would be well suited for a motorsport context (Chung et al , 2015; Lee et al , 2012; Uhrich and Benkenstein, 2010). The study then generated, through a deductive process, a first version of items.…”

“…The study then generated, through a deductive process, a first version of items. After testing the items at an earlier F1 race (see Chung et al , 2015), revisions and corrections were made to develop more reliable and valid measures. Exploratory factor analysis was employed to ascertain the factor structure of five senses.…”