The Role of Marketing Mix Factors in Shaping Spectator Loyalty: Evidence from Fox Hill Supercross, Sri Lanka
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Date
2021
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Publisher
Uva Wellassa University of Sri Lanka
Abstract
Spectator loyalty is a critical component in the event industry. Both first time and repeat spectators
are significant and in the event industry loyal spectators are an asset. There are limited studies
conducted on shaping spectator Loyalty for sport events, in Sri Lankan context in the field of
marketing. Objectives of the study are to investigate most significant marketing mix factor shaping
spectator loyalty, to investigate the relationship between marketing mix factor and spectator loyalty
and, to investigate the relationship between marketing mix factor and spectator loyalty through the
perceived quality and satisfaction Fox Hill Supercross, Diyathalawa. Marketing mix is the
independent variable, perceived quality and satisfaction were mediators. Dependent variable was
spectator loyalty in the proposed model. A self-administered questionnaire consisting of 42
questions was fielded using purposive sampling technique to secure 160 responses. Descriptive
analysis and Structural Equation Modeling were used to analyse the data using SPSS and SmartPLS
tools. Findings revealed that both local and foreign spectators were not highly satisfied with the
existing level of the event. Marketing mix factors influenced both the positive and negative
relationship between spectator loyalty through perceived quality and satisfaction. Most significant
marketing mix factor was found to be product. Price, Promotion, Place items in the final refined
model elucidated the significant factors in event marketing mix. The study extended the event
marketing literature while detailed implications to the event marketing and management personnel
were discussed based on the hypothesis testing results. Research provides recommendations for
Promoting event tourism. Strategies to popularize the events catering & promote event destination
accommodations and attractions. Hence the main objective is to touch the global market, the
attractions of the spectators are highly expected. Further, developed marketing mix factors in the
event sector can increase spectator loyalty.
Keywords: Spectator Loyalty; Event Management; Perceived Quality; Foxhill supercross; Marketing
Mix
Description
Keywords
Tourism Management, Hospitality Management, Hotels Industry, Marketing