Title: Event effectiveness: analysing the perceptions of key stakeholders of the Lexmark Indy 300/Champ Car Event, Gold Coast

Authors: Sheila N. Nguyen, Jane Menzies

Addresses: Faculty of Business and Law, School of Management and Marketing, Deakin University, Building lb, level 5.120, 221 Burwood Hwy, Burwood VIC 3125, Australia. ' Faculty of Business and Law, Deakin Business School, Deakin University, Building lb, level 3.112, 221 Burwood Hwy, Burwood VIC 3125, Australia

Abstract: The present study assessed the perceptions of the Lexmark Indy 300/Champ Car Event|s key stakeholders namely, spectators, volunteers and paid workers, as part of an evaluation tool for its managers. We developed a model, which included visible, interaction and management elements that we proposed influenced the perceptions and experiences of stakeholders relating to the event effectiveness, strengths, weaknesses and improvements. Specifically, we used a modified version of Preble|s (2005) six-step multi-stakeholder assessment approach to examining the perceived overall effectiveness of the event. Fifty stakeholder interviews were conducted on-site and their opinions were content analysed. The key findings of the study were that the majority of the stakeholders perceived the event to be effective. Spectators perceived the strengths to be interaction components, and weaknesses and improvements to be visible elements such as track layout. Volunteers perceived strengths to be management related, but also noted that these were weaknesses and needed improvement. Lastly, paid workers perceived interaction elements to be both strengths and weaknesses, and suggested that management elements could be improved. Important implications for similar motoring events were suggested.

Keywords: stakeholder management; stakeholder perceptions; sport event experiences; servicescape influences; stakeholder experience; Gold Coast; Lexmark Indy 300; Australia; spectators; volunteers; paid workers; modelling; event effectiveness; motor sport; motor racing; motorsports.

DOI: 10.1504/IJSMM.2010.033952

International Journal of Sport Management and Marketing, 2010 Vol.8 No.1/2, pp.106 - 130

Published online: 05 Jul 2010 *

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