Assessing spectator motivation for the Paralympics: the mediating role of attitude

Abstract

PurposeThe purpose of this study was to examine the influence of para-sport spectator motivation on spectator revisit intentions and the mediating effect of attitude on motivation and revisit intentions.Design/methodology/approachThis study was conducted in the context of the 2018 PyeongChang Winter Paralympic Games. A total of 350 respondents completed a survey. Confirmatory factor analysis (CFA) and structural equation modeling (SEM) were used to analyze the data.FindingsInspiration, supercrip image, physical skill/aesthetics, and social interaction had strong influences on attitudes toward Winter Paralympics, and attitude was also shown to have a strong impact on revisit intentions. The results also revealed the mediating effect of attitude on para-sports motivation factors (inspiration, supercrip image, physical skill/aesthetics, and social interaction) and revisit intentions.Originality/valueThis study extends the literature on para-sport spectator motivation. Although there are a few studies examining spectators' motivation to attend para-sport events, there is limited research on the relationships among motivation, attitude, and revisit intention based on consumer attitude theories. The results are valuable to sport managers in increasing the propensity of para-sports events by understanding the factors that lead to changes in attitudes and increases in future attendance.

Do Chinese viewers watch e-sports games for a different reason? Motivations, attitude, and team identification in predicting e-sports online spectatorship

“…Our study is one of the first studies to confirm the mediating role of attitude in the context of e-sports online spectatorship. Kim M. et al (2023) explained the mediating power of attitude on spectator revisit intentions of Paralympics with the concept of sequential relationships among cognitive, affective, and behavioral components, which is common in the tourism literature ( Kwon and Vogt, 2010 ; Wang et al, 2020 ). In the context of reading citizen journalism news, Lin (2014) also applied the cognitive–affective–conative framework (CAC) ( Fishbein and Ajzen, 1975 ) to explain the mediating role of attitude in the relationship between the beliefs and behavioral intention.…”

“…In the context of reading citizen journalism news, Lin (2014) also applied the cognitive–affective–conative framework (CAC) ( Fishbein and Ajzen, 1975 ) to explain the mediating role of attitude in the relationship between the beliefs and behavioral intention. As motivation could be considered as a cognitive component ( Kim M. et al, 2023 ), it is plausible that affective attitude works as a mediator on the effects of cognitive component (motivation) on behavioral intention ( Wang et al, 2020 ).…”

Influence of memorable tourism experience on attitude towards pilgrimage: a moderated-mediation model with memorable religious experience and religiosity

“…A few behavioral theories investigated tourist motivations and their role in developing tourist attitudes which further lead to behavioral intention (Lam and Hsu, 2006). Tourist satisfaction has been seen to be impacted by tourists' re-visit intention as satisfying memorable experiences often motivate them to revisit the destination (Abbasi et al, 2021), and the attitude of such visitors significantly influences their probability to revisit (Kim et al, 2023). Hasan et al (2019) state that behavioral intention to revisit is influenced by the attitude of a visitor.…”

“…Tourist satisfaction has been seen to be impacted by tourists’ re-visit intention as satisfying memorable experiences often motivate them to revisit the destination (Abbasi et al. , 2021), and the attitude of such visitors significantly influences their probability to revisit (Kim et al. , 2023).…”