The Role of Web Site Content on Motive and Attitude Change for Sport Events

Abstract

Sport event tourism is a major component of sport related tourism in many countries. Sport event organizations should strive to develop Internet marketing communication that features event information relevant to potential sport tourists. Using the Psychological Continuum Model (PCM) as its theoretical framework, this paper presents two studies examining information requirements for sport event websites and evaluating the impact of website communications on consumer motivation and attitudes towards the event. Study 1 first utilized an open-ended response listing exercise to identify 15 information themes that should be accessible on a sport event website (N= 54) and then demonstrated in a between-subjects experimental design that providing these information themes increased satisfaction with the website (N = 40). Study 2 utilized a within-subjects experimental design to reveal that provision of these information themes had no impact on travel motives, but did increase favorable attitudes toward a sport event and intention to attend the event (N = 39). This research provides evidence that website marketing communication does activate attitude change within consumers as well as empirical support for attitude change within the PCM framework. Findings highlight the potential strategic use of website communication for sport event organizers to enhance consumer attitudes towards the event and increase attendance.