Abstract
This study examines sport spectators’ food and beverage experience through the lens of service quality, targets of quality, and standards of quality in sport-based services. Both qualitative and quantitative data were collected from 1,495 adults attending at least one American college football game. Thematic analysis produced five themes of price, variety, quality, service, and amenities while comparison analysis found several demographic differences. Findings reveal food and beverage to be critical in overall experience at sporting events. The overwhelming majority of comments were negative and findings provide feedback as to how important this aspect of the game experience is.
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