In search of optimum stimulation at sport events

Abstract

Determining the reasons why people attend events, as well characterizing visitors’ attitudes and factors influencing their choices of particular events, are of key importance for event managers and destination management organizations. Accordingly, this study aimed to identify the factors influencing visitors’ behavioural intention towards attending events. Theoretically, this study offers a reconceptualized model positing optimum stimulation and needs for variety as antecedents of motivation, going beyond the more classical approaches of focusing on attitude and behavioural intention. The proposed model was empirically tested in the context of a mountain sport event hosted in Norway, one in which participants were deemed to engage in both exploratory and non-exploratory behaviours. The results show a valid relationship between visitors’ optimum stimulation level and their variety-seeking tendencies; these factors, in turn, influence motivation and have an indirect effect upon visitors’ attitudes and behavioural intentions towards event participation.