Development of a Scale for Measuring Event Attendees' Evaluations of a Sporting Event to Determine Loyalty

The purpose of the current study was to determine if different evaluative measures (in this case, motivation, importance, transaction satisfaction, quality, value, and word of mouth) form one construct when examining specific attractions (in this case, the festival village, music/concerts, and athletes/competition) of an event, or if subjects are able to differentiate between these constructs when examining specific attractions of an event. Additional purposes of the study included: to develop a scale for measuring event attendees' evaluation of the event, and to examine the relationships between these evaluations and their overall satisfaction and loyalty. It was found that evaluation items loaded strongly on the attraction they were measuring instead of on similar items and that these factors help to explain event attendees' satisfaction and loyalty to the event. Specific theoretical, managerial, and methodological implications are discussed.

Development of a Scale for Measuring Event Attendees' Evaluations of a Sporting Event to Determine Loyalty Academic Article