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From intention to participation: Exploring the moderating role of a voucher-based event leveraging initiative

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  • Potwarka, Luke R.
  • Snelgrove, Ryan
  • Drewery, David
  • Bakhsh, Jordan
  • Wood, Laura

Abstract

The purpose of this study was to explore relationships between intentions to try a sport after watching an elite sport event and post-event participation, and explore the role exposure to a post-event leveraging initiative plays in facilitating behavior. A field experiment design was employed to test the efficacy of the leveraging initiative among experimental and control condition groups. Data were collected through a questionnaire following an international track cycling competition from spectators (N = 338) who had no prior experience participating in the sport, and then were matched with participation data collected directly from the sport facility. Results demonstrate that post-event intentions were a significant positive predictor of participation. Results also demonstrate that exposure to a leveraging initiative can increase participation in a new sport. Notably, the voucher stimulated participation for spectators with both low intentions and high intentions to participate post-event. Results provide support for the use of leveraging tactics as a means of stimulating sport participation in the context of hosting novel sport events.

Suggested Citation

  • Potwarka, Luke R. & Snelgrove, Ryan & Drewery, David & Bakhsh, Jordan & Wood, Laura, 2020. "From intention to participation: Exploring the moderating role of a voucher-based event leveraging initiative," Sport Management Review, Elsevier, vol. 23(2), pages 302-314.
    • Handle: RePEc:eee:spomar:v:23:y:2020:i:2:p:302-314
    DOI: 10.1016/j.smr.2019.03.002
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    References listed on IDEAS

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    Cited by:

    1. Luke R. Potwarka & Pamela Wicker, 2020. "Conditions under Which Trickle-Down Effects Occur: A Realist Synthesis Approach," Sustainability, MDPI, vol. 13(1), pages 1-17, December.

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