Proceedings of 10th Asian Business Research Conference
6 - 7 October 2014, Novotel Bangkok on Siam Square, Bangkok, Thailand, ISBN: 978-1-922069-62-7
Factors Contributing To Spectator Satisfaction of Mega Sport
Events Hosted By South Africa
J Surujlal
The sport industry today is a phenomenal business which attracts numerous ‘business players’ such
as club owners, federations, athletes, sponsors, marketers and the media who engage in fierce
competition to profit most from their involvement. The global sports industry is worth between $480 and
$620 billion. These include infrastructure, sports goods and mega sport events. Among the aforementioned mega sport events have captured the interest of marketers, sponsors, athletes, spectators
and the media. South Africa (SA) has an impressive track record of hosting mega sport events. Since
hosting the historic 1995 Rugby World Cup which was billed as a nation building sport event, SA has
hosted the African Cup of Nations in 1996, the All Africa Games in 1999, the Cricket World Cup in
2003, the inaugural 2007 T20 Cricket World Cup and more recently the highly successful 2010 Soccer
World Cup. Although some of the factors influencing individuals’ attendance of sport events are known
and can be observed little is known about the factors which contribute to the satisfaction of individuals
attending mega sport events. The primary purpose of the study was, therefore, to identify the factors
which influenced the satisfaction of spectators who attended mega sport events. The secondary
purpose was to ascertain from participants the key performance areas of the event which could be
improved so that satisfaction of spectators could be increased. An extensive literature review on the
dynamics of mega sport events was undertaken. Arising from the literature review a questionnaire,
which formed part of the empirical investigation, was developed to identify and rank the factors which
influenced the satisfaction levels of spectators who attended mega sport events. The results indicated
that spectators were most satisfied with accessibility of the stadia with different modes of transport,
destination image, the travel experience and culture of the people and moderately satisfied with the
political situation, dependability of service providers and the scenery. The findings may prove to be
useful to event marketers when they plan events. To maximise attendance of local spectators at mega
events marketers need to make a concerted effort to satisfy their needs as they have the greatest
potential for repeat visits to such events, unlike visitors from outside the country for whom such events
are in most instances once off.
Keywords: Spectator, Attendance, Mega Sport Events, Marketers
Name of Track: Marketing
1. Introduction
The sport industry today is a phenomenal business which attracts numerous „business players‟
such as club owners, federations, athletes, sponsors, marketers and the media who engage in
fierce competition to profit most from their involvement. According to Collignon, Sultan and
Santander (2011) the global sports industry is worth between $480 and $620 billion. These
include infrastructure, sports goods and mega sport events. Among the afore-mentioned, mega
sport events have captured the interest of marketers, sponsors, athletes, spectators and the
media.
South Africa (SA) has an impressive track record of hosting mega sport events. Since hosting
the historic 1995 Rugby World Cup which was billed as a nation building sport event, SA has
hosted the African Cup of Nations in 1996, the All Africa Games in 1999, the Cricket World Cup
in 2003, the inaugural 2007 T20 Cricket World Cup and more recently the highly successful
________________________________________________________________________
Prof J. Surujlal, North West University (Vaal Triangle Campus), Vanderbijlpark, 1900, South Africa,
Email:Babs.Surujlal@nwu.ac.za.
Proceedings of 10th Asian Business Research Conference
6 - 7 October 2014, Novotel Bangkok on Siam Square, Bangkok, Thailand, ISBN: 978-1-922069-62-7
2010 Soccer World Cup. The successful hosting of the afore-mentioned events has prompted
sporting authorities in SA to consider bidding for the 2022 Commonwealth Games and the 2024
or 2028 Olympics. Dinnie (2008) argues that mega sport events are an ideal vehicle to market a
destination. Mega sport events, which, in recent years, have become highly visible global events
have the potential to reach most countries in the world. Roche (2000) describes mega events as
large scale cultural events, which have dramatic character, mass popular appeal and
international significance. A significant feature of mega sport events, according to Giannoulakis,
Wang and Gray (2008) is that they are about unity of time, place and activity. Roche (2000)
posits that mega sport events are usually planned for long term political, social and physical
consequences Because of the involvement of many countries or nations in a mega sport event,
greater media spotlight and attention is attracted, thereby increasing the marketing and tourism
potential of the host country. Getz (1997) posits that these events have mass appeal and attract
a lot of visitors to the host country; and they have international significance. The benefits for the
host country may be tangible or intangible. The tangible benefits include increased number of
tourists or visitors, increased income via visitor spending, infrastructure development and
increased television coverage (Humphreys & Prokopowicz, 2007). Among the intangible benefits
are improved country image and a source of national pride. Given the benefits associated with
hosting mega sport events it is not surprising that numerous countries and cities compete with
each other in a bid to win the rights to host these events.
2. Problem statement
Mega sport events may be viewed as products which have the physical infrastructure, economic
value and social activities as ingredients. They have become an interesting field of research in
marketing. To be successfully promoted as a product in a specific market (Lee, Lee & Lee,
2005) mega events have to satisfy the needs of its consumers (spectators).
Although some of the factors influencing individuals‟ attendance of sport events are known and
can be observed little is known about the factors which contribute to the satisfaction of
individuals attending mega sport events. Mega sport events, unlike other sport events, are
normally „once off‟ events that appeal not only to the regular „die hard‟ spectators but also to the
majority of individuals in the host country for a variety of reasons. It provides the opportunity for
spectators to experience and socialise with people from different cultures at a single event
(Huang, 2011). Kao (2002) opines that spectators benefit from attending sport events in three
ways, namely through balancing life experience, developing the meaning of life and improving
quality of life. This becomes possible through their interaction with others and developing
relationships through such interactions.
According to Chen and Hsu (2011) spectator behaviour is an important and critical aspect which
contributes to the development of marketing strategies and product delivery. Marketers and
event organisers see mega events as lucrative opportunities to attract tourists, improve
infrastructure and create the potential for increased spending. These events also create
employment and contribute to increased government revenue.
Mansfield (1992) argues that visitors‟ (spectators‟) experience of an event contributes towards
after- decision making which considers the satisfaction experienced so that intention to revisit
and willingness to recommend the event is developed. One‟s intention to attend a mega event is
influenced by one‟s perceptions and knowledge of the event (Donaldson & Ferreira, 2009).
Wakefield and Blodgett (1993) posit that spectators who enjoy spending time at an event are
assumed to be more likely to return to that or a similar event. Therefore the identification of
Proceedings of 10th Asian Business Research Conference
6 - 7 October 2014, Novotel Bangkok on Siam Square, Bangkok, Thailand, ISBN: 978-1-922069-62-7
factors which attract spectators to an event is critical to understanding their different desires and
segmenting the market (Lee et al., 2005).
3. Purpose of the study
The primary purpose of the study was to identify the factors which influenced the satisfaction of
mega event spectators. The secondary purpose was to ascertain from participants the key
performance areas which could be improved so that satisfaction of spectators could be
increased.
4. Research Methodology
Research approach
An extensive literature review on the dynamics of mega sport events was undertaken. Arising
from the literature review a questionnaire, which formed part of the empirical investigation, was
developed to identify and rank the factors which influenced the satisfaction levels of spectators
who attended mega sport events.
Sample
In this study, the sample, which was purposefully selected, comprised residents of South Africa,
18 years and older, who attended a mega sport event hosted by South Africa. In a purposive
sample, the sample elements are selected because it is expected that they can serve the
research purpose (Churchill & Iacobucci, 2002).
Instrument and data collection procedures
Arising from the literature study a questionnaire was developed to collect primary data from the
selected participants. A section of the questionnaire requested the participants to provide
demographic information such as their gender, age, marital status and frequency of attendance
of mega sport events. A separate section requested the participants to indicate their level of
satisfaction on how South Africa performed in terms of various factors identified through the
literature. Items in this section were scored on a 5-point Likert scale ranging from 1 (Very
dissatisfied) to 5 (Very satisfied). In addition, participants were provided with a list of key
performance areas from which they could choose which they perceived could be improved so
that the satisfaction of spectators could be improved.
A panel of experts on sports tourism was asked to review the questionnaire to verify whether the
items were appropriate for the present study. Based on their comments changes were made to
the questionnaire. Subsequently, the questionnaire was pre tested with a convenient sample of
twenty respondents in order to further refine the items in the questionnaire. Two research
assistants who were trained as fieldworkers administered 350 questionnaires in different areas
in the Gauteng province of South Africa. A screening question: “Did you attend an international
sport event hosted in South Africa?” was asked before the questionnaire was handed to
potential respondents for completion. In most instances the questionnaire was completed in the
presence of the fieldworkers.
Proceedings of 10th Asian Business Research Conference
6 - 7 October 2014, Novotel Bangkok on Siam Square, Bangkok, Thailand, ISBN: 978-1-922069-62-7
Data Analysis
Data were analysed using the Statistical Package for Social Sciences (SPSS –version 22). To
assess the demographic profile of the participants, frequencies and percentages were
determined. Frequencies were also used to rank the factors influencing the satisfaction of the
participants. To assess the reliability of the scores from the questionnaire, Cronbach‟s (1951)
alpha was computed as a measure of internal consistency.
5. Results
Of the 350 questionnaires that were administered, 263 (response rate=75%) were returned. Fifty
two of these questionnaires were incomplete and were therefore discarded. Therefore, data from
211 questionnaires were analysed.
Reliability of the measuring instrument was ascertained using Cronbach alpha coefficient. The
reliability of the scale was 0.875 which was above the 0.7 recommended by Nunnally and
Bernstein (1994). Therefore, based on that prescription, the reliability of the measurement scale
was regarded as sufficient for the purposes of the study.
Demographic Profile of Respondents
Most of the participants in the study were female (61%; n= 129). An analysis of marital status
revealed that the majority of respondents (74%; n=156) were single. The largest group of
respondents (61%; n= 128) were aged between 18 and 25 years. Approximately 60% (n=126) of
the respondents were in possession of a diploma. In terms of attending international sport
events hosted by SA 35% (n= 73) of the respondents indicated that the 2010 FIFA World Cup™
was the only one they had attended.
Factors contributing to spectator satisfaction
The responses regarding the extent to which various factors contribute to spectator satisfaction
are presented in Table 1. All percentages have been rounded off to the nearest whole number.
Evident from Table 1 is that accessibility to the stadia by different modes of transport, destination
image, culture of the people and the travel experience contributed most to spectator satisfaction.
On the other hand, the scenery, dependability of service providers and the political situation
contributed least to spectator satisfaction.
Proceedings of 10th Asian Business Research Conference
6 - 7 October 2014, Novotel Bangkok on Siam Square, Bangkok, Thailand, ISBN: 978-1-922069-62-7
Table 1: Factors contributing to satisfaction of spectators
Factor
n
%
1..
Accessibility by different modes of transport
175
83
2.
Destination image
174
83
3.
Culture of the people
174
82
4.
The travel experience
173
82
5.
Quality of products and services
171
81
6.
Availability of accommodation
170
81
7.
The environment
170
81
8.
Quality of services
168
80
9.
Sport facilities
168
80
10.
Safety/Security
166
78
11.
Attractions
166
69
12.
Information at tourist destinations
165
78
13.
Overall service quality
163
77
14.
Opportunities to network with others
161
77
15.
Magnitude of the sport event
160
76
16.
Responsiveness of service providers
159
75
17.
Cleanliness/hygiene
158
75
18.
Weather conditions
157
74
19.
Cuisine (food)
157
74
20.
Availability of entertainment areas
157
74
21.
Ease of obtaining tickets
150
71
22.
Attitude of the local people
149
71
23.
Overall competence of service providers
148
70
24.
Affordability
146
69
25.
Travel brochures
146
69
26.
Nightlife
142
67
27.
Amenities
141
66
28.
Opportunities for sightseeing
139
66
29.
Scenery
134
64
30.
Dependability of service providers
136
65
31.
Political situation
117
55
Proceedings of 10th Asian Business Research Conference
6 - 7 October 2014, Novotel Bangkok on Siam Square, Bangkok, Thailand, ISBN: 978-1-922069-62-7
Key areas for improvement
Participants were required to identify key areas which they perceived required improvement to
increase the satisfaction of spectators at mega sport events. The majority of participants (n=112;
53%) perceived affordability as an area that needed to be improved when mega events are
planned. Attractions, entertainment, nightlife, scenery and sightseeing were other areas which
participants regarded as key areas for improvement. A small percentage (12%) perceived the
choice of events hosted as an area of improvement.
Table 2: Key areas for improvement
Key area
Affordability
Attractions, entertainment, nightlife, scenery, sightseeing
Choice of events hosted
n
112
64
25
%
53
30
12
6. Discussion
It is interesting that accessibility by different modes of transport was the largest contributor to
spectator satisfaction. Prior to hosting the 2010 FIFA Soccer World Cup, accessibility to the
stadia was a major problem resulting in near-empty stadia during domestic Premier Soccer
League (PSL) matches. Infrastructure upgrades, which included national and local roads as well
as the construction of the Gautrain, to different stadia resulted in easier access to mega sport
event venues. Koehler (2012) argues that public transportation, ample parking and the
management of traffic to the stadia contributes significantly to spectator attendance and
satisfaction. It has the potential to attract and retain spectators.
In most instances the upgrade in infrastructure, which came at a considerable cost to the
country, were „state of the art‟ which enhanced the image of the country as a destination of
choice for mega sport events. This may perhaps be a plausible reason why participants in the
study experienced great satisfaction regarding destination image. Lee, Lee & Lee (2014)
commented that destination image plays a significant role in determining spectator behaviour.
This corroborates Beerli and Martin‟s (2004) view that destination image is one‟s reasoned and
emotional assessment of a destination. It influences one‟s post visit behaviour and creates a
benchmark for comparison. It is, therefore, not surprising that the travel experience also
contributed highly to spectator satisfaction as this is strongly linked to destination image and
access to the event venue.
Meeting with people from different cultures also contributed highly to spectator satisfaction.
Hinch and Higham (2001) argue that while for many sport attendees a specific sport event may
be the primary attraction, other features associated with an event may contribute to one‟s
decision to attend an event. Kim and Morrison (2005) posit that mega sport events have the
potential to promote different cultures and traditions. These evoke the curiosity and interest of
spectators.
Proceedings of 10th Asian Business Research Conference
6 - 7 October 2014, Novotel Bangkok on Siam Square, Bangkok, Thailand, ISBN: 978-1-922069-62-7
The factors which contributed least to spectator satisfaction were the scenery, dependability of
service providers and the political situation. Although negative perceptions of the political
situation in South Africa have decreased dramatically over the past few years, the perceptions of
individuals are significantly influenced by how the media portrays the country. Donaldson and
Ferreira (2009) identified the political environment as one of the outside factors which
contributed to destination image. Although this factor is not in complete control of event
organisers and marketers, every attempt should be made to assure spectators that the political
situation will not affect the mega event.
Most stadia in South Africa are constructed close to the city and urban areas, hence spectators
are exposed to residential or business buildings on their way to or at the stadia. This may be a
possible reason for their low satisfaction regarding the scenery. Spectators are expected to
spend extended periods of time in the physical surroundings of the event (Wakefield & Blodgett,
1996), hence the physical environment plays a significant role in determining their satisfaction as
well as their intention to attend or patronise future such events.
Mullin, Hardy and Sutton (2000) posit that services provided at sport events are quite different
from other forms of services. The authors describe services provided for a sport event as a
combination of goods and services that a consumer expects will deliver the desired satisfaction.
In the context of this study services associated with service providers include the availability of
tickets, access to information, punctual provision of transport and back up service. Failure to
deliver on any one or combination of these services is likely to influence the satisfaction of the
spectator.
It is interesting to note that while the participants were moderately satisfied with the affordability
of the mega sport event, the majority (53%) identified this factor as one of the main areas of
improvement. One of the threats to spectator attendance is affordability. From a spectator
perspective, the overall cost of attending a mega sport event includes the price of the ticket,
transportation, souvenirs, parking and meals (Watanabe, Matsumoto & Nogawa 2013). It
therefore stands to reason that if the event does not appear affordable to a potential spectator,
the spectator will not attend the event.
While a fair percentage of the participants (30%) identified attractions, entertainment, nightlife,
scenery, sightseeing as an area of improvement, not all are within the control of event
organisers and marketers. For example, event organisers and marketers can do little to improve
the scenery and sightseeing. However, they are able to improve spectator satisfaction by
providing additional entertainment at the venue. At many events, live bands have been used to
entertain spectators before and after events.
A small percentage of participants (12%) identified choice of events as an area of improvement.
In most instances the choice of events is dependent on spectatorship and participation. Event
organisers and marketers are therefore influenced and guided by the number of spectators and
participants associated with a particular sport.
7. Conclusion
Event organisers and marketers are under constant pressure to increase revenue and attract
spectators to events. Because the needs and wants of sport consumers (spectators) are
Proceedings of 10th Asian Business Research Conference
6 - 7 October 2014, Novotel Bangkok on Siam Square, Bangkok, Thailand, ISBN: 978-1-922069-62-7
unpredictable and subject to frequent changes it is imprtant for event organisers and sport
marketers to keep abreast of their needs.To maximise attendance of local spectators at mega
events marketers need to make a concerted effort to satisfy their needs as they have the
greatest potential for repeat visits to such events, unlike visitors from outside the country for
whom such events are in most instances once off. Without spectators an event is bound to fail.
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