Event satisfaction analysis in sports: A practical case of the Cycling Challenge Mallorca 2023

Abstract

In recent years, the spectator experience has gained increasing prominence as a central theme in the domain of sports event management. This heightened attention stems from a growing awareness that optimizing the quality of the spectator experience is essential not only for enhancing immediate engagement but also for cultivating sustained loyalty among attendees. This study aimed to evaluate the satisfaction levels of 80 spectators Cycling Challenge Mallorca 2023, a popular sporting event held annually in Spain. To accomplish this, researchers used the Perceived Quality in Popular Sports Events Questionnaire, a validated instrument which consists 12 items distributed across seven core dimensions of service quality, including aspects such as accessibility, communication, and human resources. The results revealed a generally high level of satisfaction among respondents, with the Human Resources dimension receiving the most favorable ratings. This finding underscores the critical role of interpersonal interactions, staff professionalism, and volunteer engagement in shaping positive perceptions of the event. Moreover, the analysis identified statistically significant differences in satisfaction between regular and non-regular spectators, as well as between individuals with differing intentions regarding future attendance. These variations suggest that prior experience and future behavioral intentions are influential factors in how spectators evaluate event quality. The study’s findings contribute meaningfully to the expanding body of literature on spectator satisfaction and experiential quality in sports contexts. They emphasize the importance of adopting a segmented approach to event planning, whereby organizers tailor services and communication strategies to meet the diverse expectations of different audience groups. Ultimately, the research highlights the necessity for continuous assessment and refinement of service quality dimensions to ensure the enduring appeal, competitiveness, and success of sports events in an increasingly experience-driven market.