The Effects of PUSH and PULL Factors on Spectators’ Satisfaction Attitudes. A Mediation Analysis of Perceived Satisfaction from a Small-Scale Sport's Event

Abstract

The purpose of this study was to identify spectators–visitors’ motivation by PUSH and PULL factors that affected their satisfaction attitudes toward a small-scale sport's event in Skyros Island, and Greece. This paper aims to explore empirically the causal relationships among travel motivations of spectators–visitors and their satisfaction perceptions on the organization of a small-scale sport's event by local authorities, and the image of destination hosted the sport event. 108 non-local visitors who attended Skyros Half-Marathon were defined as spectators and used as sample of the study. A structured questionnaire was employed as a tool in collecting the primary data, conducted in Skyros, on September 15, 2018. In order to distinguish the factors of motivational and satisfaction attitudes, a principal component analysis was applied, providing two components for independent (PUSH and PULL) and two for dependent variable (satisfaction of sport’s event organization and destination satisfaction). The classification of PUSH–PULL-based motives and satisfaction attitudes suggested the construct of theoretical conceptual framework, as linear regression and path analyses tested research hypotheses. The findings revealed that PUSH motivations would influence mainly the spectators’ satisfaction of sport’s event organization, and PULL motivations would accordingly lead to higher destination satisfaction. The results of mediation analysis showed that neither PUSH, nor PULL factor indirectly affect spectators’ satisfaction of sport's event destination through spectators’ satisfaction of sport’s event organization. Discussion and recommendation were concluded this summary, providing empirical evidences to policy makers, event organizers, and destination managers, in order to facilitate them to understand the travel motivations of specific target groups and assist them to develop sustainable strategies and plans for local tourism development.KeywordsMotivationSatisfactionMediationSmall-scale sport's eventJEL ClassificationZ000Z390