Exploring Experiential Quality in Sport Tourism Events: The Case of Macau Grand Prix

Year 2021, Volume: 9 Issue: 1, 78 - 105, 01.06.2021

Shan Wang Yi Li , Jose Weng Chou Wong

https://doi.org/10.30519/ahtr.821699

Cited By: 7

Abstract

Understanding tourists’ future behavior is significant for local tourism profits. This paper aims to examine the interrelationships among experiential quality, tourist satisfaction, experiential trust, sharing tourism experience on social media, and extension effect. 796 responses were collected in the 66th MGP (Macau Grand Prix) via questionnaires. The results reveal that four dimensions (physical environment quality, access quality, outcome quality, and enjoyment quality) have positive effects on experiential quality. In addition, the results also indicate the following relationships: Experiential quality has a significant effect on tourist satisfaction; experiential quality and tourist satisfaction positively influence experiential trust; tourist satisfaction and experiential trust have significant effects on behavior of sharing tourism experience on social media, and both tourist satisfaction and experiential trust positively influence extension effect. This paper identifies the dimensions of experiential quality in sport tourism events and it plays a leading role in extending literature on tourists’ behavioral intentions of sharing behavior on social media and extension effect. The findings assist practitioners to implement marketing strategies of MGP, which enhance the extension effect and the new marketing promotions through social media. They also help various stakeholders such as destination managers and travel agents to trigger and increase local tourism profits.

Keywords

Experiential quality, Tourist satisfaction, Experiential trust, sharing behavior on social media, extension effect, Grand Prix

References

• Alegre, J., & Garau, J. (2010). Tourist satisfaction and dissatisfaction. Annals of Tourism Research, 37(1), 52-73.
• Al‐Msallam, S. (2020). The impact of tourists' emotions on satisfaction and destination loyalty–an integrative moderated mediation model: tourists' experience in Switzerland. Journal of Hospitality and Tourism Insights, 3(5), 509-528.
• Arnegger, J., & Herz, M. (2016). Economic and destination image impacts of mega-events in emerging tourist destinations. Journal of Destination Marketing & Management, 5(2), 76-85.
• Bae, S. J., Lee, H., Suh, E.-K., & Suh, K.-S. (2017). Shared experience in pretrip and experience sharing in posttrip: a survey of Airbnb users. Information & management, 54(6), 714-727.
• Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis: a global perspective. Pearson, Bergen Country, NJ.
• Brady, M. K., & Cronin Jr, J. J. (2001). Some new thoughts on conceptualizing perceived service quality: a hierarchical approach. Journal of marketing, 65(3), 34-49.
• Cetin, G. (2020). Experience vs quality: predicting satisfaction and loyalty in services. The Service Industries Journal, 40(15-16), 1167-1182.
• Chang, T.-Y., & Horng, S.-C. (2010). Conceptualizing and measuring experience quality: the customer's perspective. The Service industries journal, 30(14), 2401-2419.
• Chen, C.-F., & Chen, F.-S. (2010). Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists. Tourism Management, 31(1), 29-35.
• Chen, C. K. (2016). Staging mass participation marathons in heritage tourism destinations: seeing through the eyes of distance runners. Journal of Touismology, 2(2), 2-12.
• Chinomona, R. (2013). The influence of brand experience on brand satisfaction, trust and attachment in South Africa. International Business & Economics Research Journal (IBER), 12(10), 1303-1316.
• Chiu, C.-M., Hsu, M.-H., & Wang, E. T. (2006). Understanding knowledge sharing in virtual communities: an integration of social capital and social cognitive theories. Decision support systems, 42(3), 1872-1888.
• Choi, B. J., & Kim, H. S. (2013). The impact of outcome quality, interaction quality, and peer‐to‐peer quality on customer satisfaction with a hospital service. Managing Service Quality: An International Journal, 23(3), 188-204.
• Choi, C., & Bum, C. H. (2020). Changes in the type of sports activity due to COVID-19: Hypochondriasis and the intention of continuous participation in sports. International Journal of Environmental Research and Public Health, 17(13), 4871.
• Cole, S. T., & Scott, D. (2004). Examining the mediating role of experience quality in a model of tourist experiences. Journal of Travel & Tourism Marketing, 16(1), 79-90.
• Corritore, C. L., Kracher, B., & Wiedenbeck, S. (2003). On-line trust: concepts, evolving themes, a model. International Journal of Human-Computer Studies, 58(6), 737-758.
• Couto, U. S., Lai Tang, W. S., & Boyce, P. (2017). What makes a motorsports event enjoyable? The case of Macau Grand Prix. Journal of Convention & Event Tourism, 18(1), 26-40.
• Dacin, P. A., & Smith, D. C. (1994). The effect of brand portfolio characteristics on consumer evaluations of brand extensions. Journal of Marketing Research, 31(2), 229-242.
• Daniels, M. J., & Norman, W. C. (2003). Estimating the economic impacts of seven regular sport tourism events. Journal of Sport Tourism, 8(4), 214-222.
• Dávid, L. D., Remenyik, B., Molnár, C., Baiburiev, R., & Csobán, K. (2018). The Impact of the Hungaroring Grand Prix on the Hungarian Tourism Industry. Event Management, 22(4), 671-674.
• Deery, M., Jago, L., & Fredline, L. (2004). Sport tourism or event tourism: are they one and the same? Journal of Sport & Tourism, 9(3), 235-245.
• del Bosque, I. R., & Martín, H. S. (2008). Tourist satisfaction a cognitive-affective model. Annals of Tourism Research, 35(2), 551-573.
• Duglio, S., & Beltramo, R. (2017). Estimating the economic impacts of a small-scale sport tourism event: the case of the Italo-Swiss mountain trail CollonTrek. Sustainability, 9(3), 343.
• Flavián, C., Guinalíu, M., & Gurrea, R. (2006). The role played by perceived usability, satisfaction and consumer trust on website loyalty. Information & Management, 43(1), 1-14.
• Foster, B. D., & Cadogan, J. W. (2000). Relationship selling and customer loyalty: an empirical investigation. Marketing Intelligence & Planning, 18(4), 185-199.
• Gibson, H. J., Willming, C., & Holdnak, A. (2003). Small-scale event sport tourism: fans as tourists. Tourism Management, 24(2), 181-190.
• Gronroos, C. (1984). A service quality model and its marketing implications. European Journal of Marketing, 18(4), 36-44.
• Grönroos, C. (1988). New competition in the service economy: the five rules of service. International Journal of Operations & Production Management, 8(3), 9-19.
• Gursoy, D., Yolal, M., Ribeiro, M. A., & Panosso Netto, A. (2017). Impact of trust on local residents’ mega-event perceptions and their support. Journal of Travel Research, 56(3), 393-406.
• Gu, Z. (2006). Product differentiation: Key to Macau's gaming revenue growth. Journal of Revenue and Pricing Management, 4(4), 382-388.
• Han, A. F., Wong, K.-I., & Ho, S. (2018). Residents’ perceptions on the traffic impact of a special event: a case of the Macau Grand Prix. Asia Pacific Journal of Tourism Research, 23(1), 42-55.
• Hair Jr, J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2016). A primer on partial least squares structural equation modeling (PLS-SEM). Thousand Oaks, C. A.; Sage publications.
• Hayes, M. (2020). Social media and inspiring physical activity during COVID-19 and beyond. Managing Sport and Leisure, 1-8.
• He, X., Hu, D., Swanson, S. R., Su, L. & Chen, X. (2018). Destination perceptions, relationship quality, and tourist environmentally responsible behavior. Tourism Management Perspectives, 28, 93-104.
• Henderson, J. C., Foo, K., Lim, H., & Yip, S. (2010). Sports events and tourism: the Singapore formula one grand prix. International Journal of Event and Festival Management, 1(1), 60-73.
• Hinch, T. D., & Higham, J. E. S. (2001). Sport tourism: a framework for research. International Journal of Tourism Research, 3(1), 45-58.
• Hjalager, A.-M., & Konu, H. (2011). Co-branding and co-creation in wellness tourism: the role of cosmeceuticals. Journal of Hospitality Marketing & Management, 20(8), 879-901.
• Jin, N., Line, N. D., & Yoon, D. (2018). Understanding the role of gratitude in building quality relationships. Journal of Hospitality Marketing & Management, 27(4), 465-485.
• Kang, M., & Schuett, M. A. (2013). Determinants of sharing travel experiences in social media. Journal of Travel & Tourism Marketing, 30(1-2), 93-107.
• Kao, Y.-F., Huang, L.-S., & Wu, C.-H. (2008). Effects of theatrical elements on experiential quality and loyalty intentions for theme parks. Asia Pacific Journal of Tourism Research, 13(2), 163-174.
• Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business horizons, 53(1), 59-68.
• Kim, D. K. (2020). The Relationship among Coach Support, Achievement Goal Orientations and Continuous Participation Intention for Golf Participants. Journal of the Korean Applied Science and Technology, 37(1), 133-144.
• Kim, J., & Fesenmaier, D. R. (2017). Sharing tourism experiences: the posttrip experience. Journal of Travel Research, 56(1), 28-40.
• Kurtzman, J. (2005). Economic impact: sport tourism and the city. Journal of Sport Tourism, 10 (1), 47-71.
• Lai, I. K. W., & Wong, J. W. C. (2020). Comparing crisis management practices in the hotel industry between initial and pandemic stages of COVID-19. International Journal of Contemporary Hospitality Management, 32(10), 3135-3156.
• Lai, I. K. W., & Wong, J. W. C. (2021). From exhibitor engagement readiness to perceived exhibition performance via relationship quality. Journal of Hospitality and Tourism Management, 46, 144-152. https://doi.org/10.1016/j.jhtm.2020.12.004
• Lee, C. L., & Decker, R. (2009). A systematic analysis of preference change in co-branding. Journal of Applied Economic Sciences, 4(7), 36-44.
• Lee, K. C., & Chung, N. (2009). Understanding factors affecting trust in and satisfaction with mobile banking in Korea: a modified DeLone and McLean’s model perspective. Interacting with Computers, 21(5-6), 385-392.
• Lee, Y., In, J., & Lee, S. J. (2020). Social media engagement, service complexity, and experiential quality in US hospitals. Journal of Services Marketing, 34(6), 833-845.
• Lemke, F., Clark, M., & Wilson, H. (2011). Customer experience quality: an exploration in business and consumer contexts using repertory grid technique. Journal of the Academy of Marketing Science, 39(6), 846-869.
• López-Carril, S., Escamilla-Fajardo, P., González-Serrano, M. H., Ratten, V., & González-García, R. J. (2020). The rise of social media in sport: a bibliometric analysis. International Journal of Innovation and Technology Management, 17(06), 2050041.
• Lopez, S. J. (2011). The encyclopedia of positive psychology. Hoboken, New Jersey: John Wiley & Sons.
• Loureiro, S. M. C., & González, F. J. M. (2008). The importance of quality, satisfaction, trust, and image in relation to rural tourist loyalty. Journal of Travel & Tourism Marketing, 25 (2), 117-136.
• Lovegrove, H., & Fairley, S. (2017). Using equity theory to understand non-host city residents’ perceptions of a mega-event. Journal of Sport & Tourism, 21(1), 1-14.
• Lu, Y., Zhang, L., & Wang, B. (2009). A multidimensional and hierarchical model of mobile service quality. Electronic Commerce Research and Applications, 8(5), 228-240.
• Munar, A. M., & Jacobsen, J. K. S. (2014). Motivations for sharing tourism experiences through social media. Tourism Management, 43, 46-54.
• Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460-469.
• Otto, J. E., & Ritchie, J. B. (1996). The service experience in tourism. Tourism Management, 17 (3), 165-174.
• Perić, M., Vitezić, V., & Mekinc, J. (2019). Comparing business models for event sport tourism: case studies in Italy and Slovenia. Event Management, 23(3), 379-397.
• Podoler, G. (2016). Running in the sun: the Pyongyang Marathon and its evolution into a sport tourism event. The International Journal of the History of Sport, 33(18), 2207-2225.
• Reast, J. D. (2005). Brand trust and brand extension acceptance: the relationship. Journal of Product & Brand Management, 14(1), 4-13.
• Ringle, C. M., Wende, S., & Becker, J.-M. (2015). SmartPLS 3. Bönningstedt, Germany: SmartPLS. In.
• Risitano, M., Tutore, I., Sorrentino, A., & Quintano, M. (2017). The influence of tourists’ national culture on their behaviors in a sport mega-event. International Journal of Culture, Tourism and Hospitality Research, 11(2), 193-210.
• Ritchie, B. W., & Adair, D. (Eds.). (2004). Sport tourism: Interrelationships, impacts and issues (Vol. 14). Clevedon, Buffalo, Toronto: Channel View Publications.
• Roche, M. (2002). Megaevents and modernity: Olympics and expos in the growth of global culture. London: Routledge.
• Rose, S., Clark, M., Samouel, P., & Hair, N. (2012). Online customer experience in e-retailing: an empirical model of antecedents and outcomes. Journal of Retailing, 88(2), 308-322.
• Rousseau, D. M., Sitkin, S. B., Burt, R. S., & Camerer, C. (1998). Not so different after all: a cross-discipline view of trust. Academy of Management Review, 23(3), 393-404.
• Ryu, G., & Feick, L. (2007). A penny for your thoughts: referral reward programs and referral likelihood. Journal of Marketing, 71(1), 84-94.
• Shonk, D. J., & Chelladurai, P. (2008). Service quality, satisfaction, and intent to return in event sport tourism. Journal of Sport Management, 22(5), 587-602.
• Song, H. J., Bae, S. Y., & Lee, C.-K. (2017). Identifying antecedents and outcomes of festival satisfaction. International Journal of Contemporary Hospitality Management, 29(3), 947-965.
• Song, H., Kim, M., & Choe, Y. (2019). Structural relationships among mega-event experiences, emotional responses, and satisfaction: Focused on the 2014 Incheon Asian Games. Current Issues in Tourism, 22(5), 575-581.
• Sorrentino, A., Fu, X., Romano, R., Quintano, M., & Risitano, M. (2020). Measuring event experience and its behavioral consequences in the context of a sports mega-event. Journal of Hospitality and Tourism Insights, 3(5), 589-605.
• Sotiriadis, M. D. (2017). Sharing tourism experiences in social media. International Journal of Contemporary Hospitality Management, 29(1), 179-225.
• Sox, C. B., Sox, M. M., & Campbell, J. M. (2020). Giving light to mega-event planning: residents' perceptions on total eclipse weekend. International Journal of Event and Festival Management, 11(2), 203-221.
• Stavrianea, A., & Kavoura, A. (2015). Social media’s and online user-generated content’s role in services advertising. Paper presented at the AIP conference proceedings, 17 Feb, Ekaterinburg, Russia.
• Swanson, S. R., Davis, J. C., & Zhao, Y. (2007). Motivations and relationship outcomes: the mediating role of trust and satisfaction. Journal of Nonprofit & Public Sector Marketing, 18(2), 1-25.
• Tang, J., & Wang, Y. (2020). Does tourism sports event make residents happier? — Exploring the SWB of Macau residents in the case of Macau Grand Prix. Journal of Tourism and Cultural Change, 1-19. DOI: 10.1080/14766825.2019.1711103
• Völckner, F., & Sattler, H. (2006). Drivers of brand extension success. Journal of Marketing, 70(2), 18-34.
• Walter, U., Edvardsson, B., & Öström, Å. (2010). Drivers of customers' service experiences: a study in the restaurant industry. Managing Service Quality: An International Journal, 20(3), 236-258.
• Wang, C., Lu, L., & Xia, Q. (2012). Impact of tourists’ perceived value on behavioral intention for mega events: Analysis of inbound and domestic tourists at Shanghai World Expo. Chinese Geographical Science, 22(6), 742-754.
• Wong, J. W. C., & Lai, I. K. W. (2019). The effects of value co-creation activities on the perceived performance of exhibitions: A service science perspective. Journal of Hospitality and Tourism Management, 39, 97-109.
• Wong, J. W. C., Lai, I. K. W., & Tao, Z. (2019). Memorable ethnic minority tourism experiences in China: a case study of Guangxi Zhuang Zu. Journal of Tourism and Cultural Change, 17(4), 508-525.
• Wong, J. W. C., Lai, I. K. W., & Tao, Z. (2020). Sharing memorable tourism experiences on mobile social media and how it influences further travel decisions. Current Issues in Tourism, 23(14), 1773-1787.
• Wong, J., Wu, H. C., & Cheng, C. C. (2015). An empirical analysis of synthesizing the effects of festival quality, emotion, festival image and festival satisfaction on festival loyalty: A case study of Macau Food Festival. International Journal of Tourism Research, 17(6), 521-536.
• Wu, H.-C., & Ai, C.-H. (2016). Synthesizing the effects of experiential quality, excitement, equity, experiential satisfaction on experiential loyalty for the golf industry: the case of Hainan Island. Journal of Hospitality and Tourism Management, 29, 41-59.
• Wu, H. C., Ai, C. H., & Cheng, C. C. (2016). Synthesizing the effects of green experiential quality, green equity, green image and green experiential satisfaction on green switching intention. International Journal of Contemporary Hospitality Management, 28(9), 2080-2107.
• Wu, H.-C., Cheng, C.-C., & Ai, C.-H. (2018). A study of experiential quality, experiential value, trust, corporate reputation, experiential satisfaction and behavioral intentions for cruise tourists: the case of Hong Kong. Tourism Management, 66, 200-220.
• Wu, H.-C., Cheng, C.-C., & Hong, W. (2017). An assessment of zoo visitors' revisit intentions. Tourism Analysis, 22(3), 361-375.
• Wu, H.-C., Li, M.-Y., & Li, T. (2018a). A study of experiential quality, experiential value, experiential satisfaction, theme park image, and revisit intention. Journal of Hospitality & Tourism Research, 42(1), 26-73.
• Wu, H.-C., & Li, T. (2017). A study of experiential quality, perceived value, heritage image, experiential satisfaction, and behavioral intentions for heritage tourists. Journal of Hospitality & Tourism Research, 41(8), 904-944.
• Wu, H.-C., Wong, J. W.-C., & Cheng, C.-C. (2014). An empirical study of behavioral intentions in the food festival: the case of Macau. Asia Pacific Journal of Tourism Research, 19(11), 1278-1305.
• Yuan, Y.-H. E., & Wu, C. K. (2008). Relationships among experiential marketing, experiential value, and customer satisfaction. Journal of Hospitality & Tourism Research, 32(3), 387-410.
• Zhang, J., Byon, K. K., Williams, A. S., & Huang, H. (2019). Effects of the event and its destination image on sport tourists’ attachment and loyalty to a destination: the cases of the Chinese and US Formula One Grand Prix. Asia Pacific Journal of Tourism Research, 24(12), 1169-1185.