THE ROLE OF EMOTIONS IN A SPORT EVENT EXPERIENCE

Abstract

This study investigates whether emotions can be considered a suitable variable to segment spectators at a sports event, as well as to test their affinity with social identification, perceived authenticity, satisfaction, and behavioural intentions. A structured questionnaire was developed and responses from a convenience sample of 258 spectators were collected onsite at the 2013 FIA World Rally Championship, Sardinia (Italy). A series of descriptive analyses, dual process cluster analyses (hierarchical and nonhierarchical), factor analyses, independent t-tests and chi-square tests were performed. Findings identified two segments; the cluster with the higher levels of positive emotions reported expressing higher levels of social identification, food-based and culture-based event authenticity (as measured by factors and/or composing items), satisfaction and behavioural intensions. Significant differences were reported between the two segments based on gender and prior experience with the event. Contributions to the body of knowledge and managerial implications are discussed and suggestions for further research are given.