Authors: Imene Ben Yahia; Mohammed Al-Emadi
Addresses: High School of Commerce, ARBRE Laboratory (Applied Research in Business Relationships and Economics), Tunis University, Tunisia ' HEC Paris in Qatar, Tornado Tower, 16th Floor, P.O. Box 5825, Doha, Qatar
Abstract: This study investigates the determinants of attendance at the upcoming FIFA World Cup in Qatar. It considers pull and push factors as antecedents of desirability to attend this mega-event, and particularly sheds light on the perception of the host country as a pull factor. Data from 228 potential visitors were collected. Consistent with previous research, results show that the factors of passion, novelty and escape have positive impacts on desirability. The perception of the host country has a positive impact on desirability and is a better predictor than travel motives or event motives. No significant effect of the support for the national team on desirability was found. The results additionally show that the constraints of time or money have no impact on the relationship between desirability and attendance intent. The findings of this research offer insights into sport marketing and show promise for event management committees, event marketers and researchers alike to develop an understanding of mega-event marketing.
Keywords: mega-events; sport marketing; pull factors; push factors; Qatar.
International Journal of Sport Management and Marketing, 2018 Vol.18 No.1/2, pp.116 - 129
Available online: 16 Apr 2018 *Full-text access for editors Access for subscribers Free access Comment on this article