The Relationship Between Perceived Event Service Quality and Direct Spending by Marathon Participants

Authors

Robert Case, Old Dominion University
Tanujit Dey, Cleveland Clinic
Christian Boughner
Greg Dowd
Bryan Smith

Abstract

The purpose of this study was to examine the relationship between participant perceived event service quality and direct spending at a marathon event while controlling for demographic differences. Data for this study was collected online after the conclusion of the event from 1,370 respondents who participated in a multi-day marathon event. A relatively strong positive relationship was found between the marathon participant’s perceived event service quality levels and direct spending at the event. The higher the level of perceived service quality then more direct spending by event participants occurred. It was found that demographic data could not be used to predict perceived levels of event service quality and direct spending. The findings of this study suggest that sport event planners and organizers may want to consider budgeting money for service quality initiatives because these investments could pay dividends in terms of overall participant direct spending levels and ultimately the overall economic impact of the event.

Recommended Citation

Case, Robert; Dey, Tanujit; Boughner, Christian; Dowd, Greg; and Smith, Bryan (2018) "The Relationship Between Perceived Event Service Quality and Direct Spending by Marathon Participants," Global Sport Business Journal: Vol. 6: Iss. 1, Article 4.
Available at: https://scholarworks.sfasu.edu/gsbj/vol6/iss1/4