Abstract
This study measures the effect of each of the five senses on arousal, satisfaction and intention to revisit a live racing event. Spectators' arousal was significantly influenced by sights, sounds and smells. Spectators' sense of smell, taste, and touch directly impacted satisfaction. Interestingly, olfactory stimuli had an effect on both arousal and satisfaction. Spectators' arousal had a significant indirect effect on their revisit intention. The study proposes that motorsports marketers make use of olfactory stimuli to provide racing spectators with memorable experiences.
| Original language | English (US) |
|---|---|
| Pages (from-to) | 36-55 |
| Number of pages | 20 |
| Journal | International Journal of Sports Marketing and Sponsorship |
| Volume | 16 |
| Issue number | 5 |
| DOIs | |
| State | Published - Oct 1 2015 |
Keywords
- Five senses
- Live experience
- Motorsports
- Sensory stimuli
- Sports spectators
ASJC Scopus subject areas
- Business and International Management
- Finance
- Marketing