Relationship between track and field spectators’ satisfaction and place attachment:

Focusing on spectators of the resident host

Abstract

  The purpose of this study was to clarify the effect of spectators' satisfaction at track and field events based on place attachment, event image, and local image. The research method comprised a preliminary survey conducted at the Japan Track and Field Grand Prix Series at Izumo, while the primary survey was administered at the Japan Track and Field Grand Prix Premier in Hiroshima. Data were collected from 351 spectators, with a response rate of 92.0%. The final analysis was performed on 248 questionnaires. The respondents were spectators living in the Hiroshima prefecture. The measurement scale utilized for this investigation adopted overall spectator satisfaction, local image, event image, and place attachment. The items that converged in the preliminary survey were adopted in the main survey and analyzed by structural equation modeling. As a result of hypothesis testing, overall satisfaction in a game was found to exert a positive effect on the event image and on the local image. The event image had a positive effect on the local image, and the local image had a positive effect on place attachment. Therefore, spectators of the resident host enhance attachment to the hosting region through the improvement of the event image and the local image of spectators.