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Expenditure Behaviour and Satisfaction in Motor Sport Events: Insights From the FIA World Rally Championship in Sardinia
Abstract
This chapter examines the differences in expenditure and satisfaction among first-time and repeat spectators at a motor sports event. A structured questionnaire was developed, and data were collected on site via 318 interviews carried out during the 2019 Federation Internationale de l'Automobile World Rally Championship in Sardinia. Data were analysed by running a series of descriptive analyses, independent t-tests, and regression analyses. The results show that repeaters are more satisfied and spend more when compared to first timers. This study helps to extend the scientific debate related to the growing, and often still inconsistent, comparison of first-timers' and repeat visitors' behaviours by offering insights from a motor sports event, where little research exists so far. Based on the findings, managerial implications are discussed, and suggestions for further research are given.
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