From intention to participation: Exploring the moderating role of a voucher-based event leveraging initiative

Luke R. Potwarka, Ryan Snelgrove, David Drewery, Jordan Bakhsh and Laura Wood

Sport Management Review, 2020, vol. 23, issue 2, 302-314

Abstract: •Intentions to track cycle after watching competitions was a significant predictor of actual track cycling participation.•Receiving a voucher stimulated participation for spectators with low intentions and high intentions to participate.•This study demonstrates the efficacy of an on-site leveraging initiative designed to stimulate post-event participation.The purpose of this study was to explore relationships between intentions to try a sport after watching an elite sport event and post-event participation, and explore the role exposure to a post-event leveraging initiative plays in facilitating behavior. A field experiment design was employed to test the efficacy of the leveraging initiative among experimental and control condition groups. Data were collected through a questionnaire following an international track cycling competition from spectators (N = 338) who had no prior experience participating in the sport, and then were matched with participation data collected directly from the sport facility. Results demonstrate that post-event intentions were a significant positive predictor of participation. Results also demonstrate that exposure to a leveraging initiative can increase participation in a new sport. Notably, the voucher stimulated participation for spectators with both low intentions and high intentions to participate post-event. Results provide support for the use of leveraging tactics as a means of stimulating sport participation in the context of hosting novel sport events.

Date: 2020
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DOI: 10.1016/j.smr.2019.03.002

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