This research note reports the results of a survey measuring the motivations of spectators who attended the 1996 Summer Olympic Games. A 33-item pencil-and-paper data collection instrument previously piloted at two other Olympic Games measured and assessed motivational perspectives associated with the Olympic Games. A panel of Olympic scholars, international business experts, and university academics undertook evaluation, validation, and refinement of the measurement tool. Administration and questionnaire training was used to establish the optimal conditions for the acquisition of data. Three hundred twenty valid responses were analyzed to determine factors influencing spectators’ decisions to attend the Olympic Games. Recommendations for further research are provided.
Get full access to this article
View all access options for this article.
References
1.
Ajzen, I., and M. Fishbein (1980). Understanding Attitudes and Predicting Social Behavior. Englewood Cliffs, NJ: Prentice Hall.
2.
Bonn, M. A. (1982). “The Relative Utility of Sociodemographics, Psychographics Scales and Benefits for Segmenting Pleasure Vacation Markets.” Doctoral diss. Texas A&M University, College Station.
3.
Bryant, B. E., and A. J. Morrison (1980). “Travel Market Segmentation and the Implementation of Market Strategies.”Journal of Travel Research, 18 (Winter): 2-8.
4.
Bryant, J., and M. McElroy (1997). Sociological Dynamics of Sport and Exercise. Englewood, CO: Morton.
5.
Cha, S., K. McCleary, and M. Uysal (1995). “Travel Motivations of Japanese Overseas Travelers: A Factor-Cluster Segmentation Approach.”Journal of Travel Research, 34 (1): 33-39.
6.
Chalip, L. (1992). “The Construction and Use of Polysemic Structures: Olympic Lessons for Sport Marketing.”Journal of Sport Management, 6: 87-98.
7.
Crandall, R. (1980). “Motivations for Leisure.”Journal of Leisure Research, 12 (1): 45-53.
8.
Dann, G. (1981). “Tourist Motivation: An Appraisal.”Annals of Tourism Research, 8: 187-219.
9.
Duncan, M. C., and B. Brumment (1989). “Types and Sources of Spectating Pleasures in Televised Sport.”Sociology of Sport Journal, 6: 195-211.
10.
Graham, S., J. J. Goldblatt, and L. Delpy (1995). The Ultimate Guide to Sport Event Management and Marketing. New York: McGraw-Hill.
11.
Hartzer, J. (1994). National Survey Shows Who’s Going to the Olympic Games and How They’ll Get There. Atlanta, GA: World Travel Partners.
12.
International Olympic Committee (1996). “Marketing at the 1996 Atlanta Centennial Olympic Games.” In Marketing Matters, Summer. Lausanne, Switzerland: International Olympic Committee, pp. 1-16.
International Olympic Committee (1997b). Olympic Marketing 1997 Fact File. Lausanne, Switzerland: International Olympic Committee.
15.
International Olympic Committee (1997c). Olympic Market Research Analysis Report. Lausanne, Switzerland: International Olympic Committee.
16.
Lee, J. Y. (1990). “Sport Nationalism in the Modern Olympic Games.” Ed.D. diss., University of Northern Colorado, Greeley.
17.
Lundberg, D. E. (1971). “Why Tourists Travel.”Cornell HRA Quarterly, February: 75-81.
18.
Mashiach, A. (1980). “Study to Determine the Factors which Influence American Spectators to Go to See the Summer Olympics in Montreal, 1976.”Journal of Sport Behavior, 3 (1): 17-28.
19.
Mashiach, A. (1981). “Collective Profile of the American Spectator in the Summer Olympic Games in Montreal, 1976.”Journal of Sport and Social Issues, 5 (2): 24-28.
20.
Mazanec, J. A. (1984). “How to Detect Travel Market Segments: A Clustering Approach.”Journal of Travel Research, 23 (Summer): 17-21.
21.
Melnick, M. J. (1993). “Searching for Sociability in the Stands: A Theory of Sports Spectating.”Journal of Sport Management, 7: 44-60.
22.
Moutinho, L. (1987). “Consumer Behavior in Tourism.”European Journal of Marketing, 21 (10): 5-44.
23.
Nogawa, H., Y. Yamaguchi, and Y. Hagi (1996). “An Empirical Research Study on Japanese Sport Tourism in Sport-for-All-Events: Case Studies of a Single-Night Event and a Multiple-Night Event.”Journal of Travel Research, 35 (2): 46-54.
24.
Pearce, P. L., and M. Caltabiano (1983). “Inferring Travel Motivations from Travelers’ Experiences.”Journal of Travel Research, 22 (Fall): 25-30.
25.
Rinehart, R. (1992). “An Analysis of the 1992 Super Bowl in Minneapolis, Minnesota.” Paper presented at the annual conference of the National Association for Sport Sociology, October 1992, Toledo, Ohio.
26.
Ritchie, J.R.B., and C. E. Aitken (1984). “Assessing the Impacts of the 1988 Olympic Winter Games: The Research Program and Initial Results.”Journal of Travel Research, 22 (Winter): 17-25.
27.
Ritchie, J.R.B., and C. E. Aitken (1985). “Olympulse II: Evolving Resident Attitudes Towards the 1988 Olympic Winter Games.”Journal of Travel Research, 23 (Winter): 28-33.
28.
Ritchie, J.R.B., and Y. Hu (1987). “The Role and Impact of Mega-Events and Attractions on National and Regional Tourism: A Conceptual Methodological Overview.” In Proceedings of the 37th Annual Congress of the International Association of Scientific Experts in Tourism. St. Gallen, Switzerland: Editions AIEST, pp. 32-50.
29.
Ritchie, J.R.B., and M. Lyons (1987). “Olympulse III/IV: A Mid-Term Report on Resident Attitudes Concerning the XV Olympic Winter Games.”Journal of Travel Research, 26 (Summer): 18-26.
30.
Ritchie, J.R.B., and M. Lyons (1990). “Olympulse VI: A Post-Event Assessment of Resident Reaction to the XV Olympic Winter Games.”Journal of Travel Research, 28 (Winter): 14-23.
31.
Rubenstein, C. (1980). “Report on How Americans View Vacations.”Psychology Today, May: 62-76.
32.
Shoemaker, S. (1994). “Segmenting the U.S. Travel Market According to Benefits Realized.”Journal of Travel Research, 32 (Winter): 8-21.
33.
Sports Research International/International Olympic Committee (SRI/IOC) (1996). Spectator Study (Quantitative). Atlanta, GA: Sports Research International/International Olympic Committee.
34.
Woodside, A. G., and J. A. Carr (1988). “Consumer Decision Making and Competitive Marketing Strategies: Applications for Tourism Planning.”Journal of Travel Research, 26 (Winter): 2-7.
35.
Woodside, A. G., and L. W. Jacobs (1985). “Step Two in Benefit Segmentation: Learning the Benefits Realized by Major Travel Markets.”Journal of Travel Research, 24 (Summer): 7-13.
36.
Yiannakis, A., T. McIntyre, M. Melnick, and D. Hart (1987). Sport Sociology: Contemporary Themes. Dubuque, IA: Kendall/Hunt.
