Attracting Spectators to Youth Sport Events: The Case of the International Children’s Games

  • Ryan Snelgrove University of Waterloo
  • Laura Wood University of Waterloo
  • Marijke Taks University of Ottawa
  • Luke Potwarka University of Waterloo
  • Daniel Wigfield, Dr. University of Waterloo
Keywords: perceived value, uniqueness, youth sport

Abstract

The purpose of this study was to determine whether perceptions of value of a youth sport event were predicted by a spectator’s sport identity, their connection to an athlete, and how their assessment of the event’s uniqueness affects these relationships. Data were collected from spectators (N=714) at the 2013 International Children’s Games using a questionnaire. Data were analyzed using structural equation modeling. Results provided support for an indirect only mediated model, such that spectators who highly identified with being a sports fan perceived the event as being valuable when they also viewed the event as unique. Having a personal connection to an athlete did not predict perceptions of uniqueness or value. Thus, purposefully selecting and designing unique events and promoting the unique attributes of the event could increase an event’s appeal to spectators who highly identify with the sport.

Author Biographies

Ryan Snelgrove, University of Waterloo

Department of Recreation and Leisure Studies

Assistant Professor

Laura Wood, University of Waterloo

Department of Recreation and Leisure Studies

Assistant Professor

Marijke Taks, University of Ottawa

School of Human Kinetics

Professor

Luke Potwarka, University of Waterloo

Department of Recreation and Leisure Studies

Associate Professor

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Published
2019-09-20
Section
Articles