Why travel to the FIFA World Cup? Effects of motives, background, interest, and constraints

Events have become a significant component of destination marketing. Previous work suggests that event interest, risk constraint, and financial constraint will affect potential attendees' desire to attend and their sense that it is feasible to attend. For large sport events, interest in the event and perceived constraints should derive from the level of fan motives, travel motivations, and the potential attendee's background. These expectations are tested in a survey of 556 members of American soccer clubs prior to the FIFA World Cup. Results were generally consistent with expectations, although some motives had both positive and negative effects. Event interest and constraints fully mediated the effects of motives and background on respondents' sense that it was feasible for them to attend. Financial constraint did not affect desire to attend. The desire to learn about the host country had direct effects on interest in the event and the desire to attend the event. Results suggest the value of segmented sport event marketing that appeals to both travel and fan motives.