Sportscape variables and spectator satisfaction towards willingness to return to designated professional women’s soccer events
A summary of the research:
The article by Mabasa and Masitenyane (2024) explores the impact of stadium "sportscape" attributes on spectator satisfaction and the willingness to return for future events at professional women's soccer matches in South Africa. Using the Stimulus-Organism-Response (SOR) framework, the study examines how factors like seat comfort, stadium accessibility, and facility aesthetics influence the satisfaction levels of attendees, thereby affecting their decision to revisit. The research uses survey data collected in Gauteng Province, and regression analysis reveals significant positive relationships between these sportscape attributes and spectator satisfaction, which in turn predicts an increased likelihood of return.
This research provides insights into the importance of creating a positive stadium environment to boost attendance and support for women's soccer. The findings suggest that when stadium facilities meet or exceed spectator expectations, the probability of attendees returning increases. Such insights can aid sports marketers and facility managers in focusing on essential stadium enhancements that heighten spectator satisfaction, ultimately encouraging consistent attendance at women’s soccer events.
Key Takeaways
Stadium accessibility, seating comfort, and facility aesthetics have a significant positive impact on spectator satisfaction.
Higher satisfaction with stadium facilities increases the likelihood that spectators will return for future events.
Investing in key sportscape features can be a strategy for stadium managers to boost spectator loyalty and attendance at women’s soccer events.
Authors: Peace Nhlawutelo Mabasa & Lehlohonolo Amos Masitenyane
You can read the whole article here.
