The Importance of Expectations on Participatory Sport Event Satisfaction
Abstract
Prior research on service quality in the sport industry has focused
 almost exclusively on the satisfaction of sport spectators. The
 current study expands this literature by beginning exploration into service
 quality issues related to sport event participants. Specifically, we examine
 the effect of participant skill level on the expectations that event participants
 place on various service quality dimensions applicable to a participatory
 sport event. Specifically, we propose that relatively lower skilled players
 will place greater importance on peripheral event service dimensions (those
 attributes of an event that fall outside the actual competitive play of
 the sport and do not directly influence the athlete’s performance, such
 as event parties, promotional giveaways to participants, and general ambiance
 surrounding the event). We also propose that relatively higher
 skilled players will place greater importance on play-related event service
 dimensions (those attributes that are directly associated with the competitive
 play of the sport and can directly influence athlete performance).
 Tests of these hypotheses are performed through survey data collected
 from participants at the United States Tennis Association’s Southern Sectional
 Championships. Results indicate that lower skilled players indeed
 place greater emphasis on peripheral event service dimensions than do
 higher skilled players. However, lower skilled players did not
 place less emphasis on play-related event service dimensions than did
 higher skilled players. The importance of understanding the expectations
 of participatory sport event consumers is discussed, and directions for
 future research are provided.
The Importance of Expectations on Participatory Sport
 Event Satisfaction: An Exploration into the Effect of Athlete Skill
 Level on Service Expectations
Introduction
The emergence of research related to service quality in the sport industry
 has only recently gained moderate attention. Given the enormity
 of the sport industry in the United States, and indeed across the globe,
 this is somewhat surprising. Moreover, the stream of sport service
 quality research that has emerged in recent years has been somewhat limited,
 focusing almost entirely on understanding fan satisfaction at spectator
 events. For example, Kelley and Turley (2001) find that the importance
 of nine different service quality factors at a sport spectating event
 (e.g., concessions, price, fan comfort, facility access) differs across
 a variety of demographic and fan identification characteristics.
 As another example, the “sportscape” model has been an important relatively
 recent contribution to the sport service quality literature, yet it too
 focuses solely on spectator service encounters (e.g., Hightower, Brady,
 & Baker 2002). The sportscape (e.g., the physical environment
 where a spectator event occurs, primarily the arena/stadium) has been
 shown to influence fans’ excitement and satisfaction with the experience
 (Wakefield & Blodgett, 1994), their desire to stay through the event
 (Wakefield & Sloan, 1995), and their likelihood of repatronizing events
 at the facility (Wakefield, Blodgett, & Sloan, 1996). This
 stream of research geared toward a better understanding of service quality
 related to spectator events is invaluable, yet service quality research
 geared toward a better understanding of service quality issues related
 specifically to participatory sport events (i.e., events for which the
 primary customers are the event participants, such as recreational golf
 tournaments, tennis tournaments, softball tournaments, etc.) has been
 largely unstudied and is much needed. It is toward this end that
 the current study is addressed.
Chang, Chen, and Hsu (2002) provide an overview of service quality literature
 to be considered in examining sport industry quality issues. One
 of the models they touch on, and indeed one of the most influential models
 in the service quality literature is the Gap model of service quality.
 According to the Gap model, a customer’s satisfaction with a service is
 largely driven by the extent to which his or her perceptions of received
 service meet or exceed his or her expectations (Parasuraman, Zeithaml,
 & Bitner, 1985). Customer expectations, in turn, can be defined
 as beliefs about service delivery that function as standards or reference
 points against which performance is judged (Zeithaml & Bitner, 2000).
 It is critically important, therefore, that in order for participatory
 sport events to be judged in a favorable light by participants, event
 managers must pay particular attention to participant expectations during
 event organization and management.
A key element for event managers in meeting or hopefully exceeding event
 participant expectations is the careful consideration of the various sources
 from which such expectations can arise. Zeithaml and Bitner (2000)
 classify various sources of customer expectations, including enduring
 service intensifiers, transitory service intensifiers, perceived service
 alternatives, and explicit and implicit service promises. While
 we contend that each is relevant to participatory sport event managers
 (for example, an event participant’s satisfaction with an event would
 logically depend on the number of competing events from which the participant
 can choose), the current study focuses on enduring service intensifiers
 and their ability to influence sport event participant’s satisfaction
 with an event. Enduring service intensifiers are defined as stable
 personal factors that lead to higher service sensitivity (Zeithaml &
 Bitner, 2000). We propose that one such enduring service intensifier
 relevant to participatory sport events is athlete skill level.
 Event managers should consider that the skill level of the athletes participating
 in their event could potentially influence the athletes’ expectations
 for various event attributes. We posit that event attributes can
 fall into two distinct categories, play-related attributes and peripheral
 attributes. We define play-related attributes are those attributes
 that are directly associated with the competitive play of the sport at
 an event. Peripheral attributes are those attributes of an event
 that fall outside the actual competitive play of the sport and do not
 directly influence the athlete’s performance, such as event parties, promotional
 giveaways to participants, and general ambiance surrounding the event
 (e.g., play-site attractiveness). We hypothesize a direct, positive
 relationship between skill level and play-related expectations, such that
 as the skill level of the athlete rises, so do expectations regarding
 play-related attributes. In turn, we hypothesize a direct, negative
 relationship between skill level and peripheral expectations, such that
 as the skill level of the athlete declines, expectations regarding peripheral
 event attributes increase.
To illustrate the rationale behind these hypotheses, consider United
 States Tennis Association (USTA) League Tennis. Players are grouped
 according to skill level in categories ranging from 2.0 through 5.0, and
 destination events are often held that hold competitions for players of
 multiple skill levels. For example, the USTA holds state and regional
 events in which one site hosts tournaments and the peripheral (e.g., banquets)
 events surrounding them for players of multiple skill levels; in other
 words, multiple skill level participants are participants in their own
 skill level tournament, but are participants at the same overall event.
 It is proposed that participants with a high skill level (e.g.,
 a 5.0 USTA rating), given their competitive drive and focus related to
 tennis (necessary in achieving their high skill level), are likely to
 have relatively high expectations on play-related attributes such as the
 match schedule, officiating, and court conditions. What we have
 defined as play-related attributes are conceptually similar to what Gronroos
 (1983) has defined as “technical quality”, or the core service that the
 buyer receives from the seller. On the other hand, we propose that
 players with lower skill levels (e.g., a USTA 2.5 rating) are often playing
 as much for the “experience” and social aspects of the event as they are
 for the competition, and are therefore likely to have relatively higher
 expectations on peripheral attributes, such as event apparel offered for
 sale or as a premium, food, and social “events (e.g., nightly parties/banquets)
 within the event”. These hypotheses are stated formally as follows:
H1: Sporting event participant skill level is positively related to expectations
 on play-related event service dimensions, such that higher skilled participants
 will have higher expectations than will lower skilled participants on
 service attributes related to the competitive play of the event.
H2: Sporting event participant skill level is negatively related to expectations
 on peripheral event service dimensions, such that higher skilled participants
 will have lower expectations than will lower skilled participants on service
 attributes with are part of the event but unrelated to the competitive
 play of the event.
Method
To test these hypotheses, we collected data from 487 participants at
 the 2003 USTA Southern Sectional Championships, an event with tennis players
 ranging in USTA skill rating from 2.5 (novice) to 5.0 (expert).
 Prior to play, players were asked to rate the importance of multiple items
 which could affect their overall satisfaction with a multiple-day tennis
 tournament. The survey items were generated prior to the event
 by asking ten tennis players (not participating in the event surveyed
 in this study) to list items which might influence their satisfaction
 when participating in a tennis tournament. Items receiving more
 than one mention were included in the final survey used in this study,
 resulting in 33 items. The items included those which were both
 play-related and peripheral. The 33 items are provided in Appendix
 A.
Formally stated, the survey question asked players “When evaluating your
 satisfaction with a multiple-day tennis event to which you travel, how
 important is each of the following items?” Players rated each of
 the 33 items on a seven-point likert-type scale, with one being very unimportant
 and seven being very important. Importance was used as a proxy
 measure for expectations, as respondents will logically place more importance
 on the dimensions for which they have higher expectations. Following
 the importance ratings, respondents were asked to indicate their USTA
 skill rating, gender, and age.
Results
Exploratory factor analysis was performed on the 33 items (Kaiser-Meyer-Olkin
 = .929, suggesting the data were highly appropriate for factor analysis).
 Using a varimax rotation and a loading cutoff value of 0.5, four
 factors were retained (eigenvalues ranging from 11.78 to 1.07) and labeled
 as follows: Play  (court condition, sufficient practice
 courts available, draw continually updated/readily available, courts conducive
 to spectating, all matches played on same surface type, well-equipped
 area for changeover (water, chairs, etc.), extent to which match/draw
 schedule runs on time, quality of officiating, tournament officials readily
 available at all sites; a = .84); Souvenirs  (quality of souvenir
 merchandise (t-shirts, hats, etc.), selection of souvenir merchandise,
 price of souvenir merchandise, attractiveness of awards offered, free
 souvenirs offered to participants; a = .90); Hotel  (proximity
 of hotel to play sites, directions to tourist attractions/restaurants
 provided, availability of reasonably priced hotels, availability of high
 quality, attractive hotels, cleanliness of hotels; a =.85); Tournament
 Destination  (tourist attractiveness of host city, physical attractiveness
 of play sites, wide selection of restaurants in host city; a = .77); and
 Concessions  (selection of concessions at play sites, price of
 concessions at play sites; a =.72). Cronbach’s alphas for all five
 factors indicate that the five retained factors demonstrate strong internal
 consistency. Further, the five retained factors explained the majority
 (58.43%) of the variance. Factor structure, loadings, percent of
 explained variance, and eigenvalues are provided in Table 1. The
 Play dimension represents a service dimension directly related to a participant’s
 competitive play in the event, while the four remaining dimensions of
 Souvenirs, Hotel, Tournament Destination, and Concessions represent what
 we have referred to as peripheral service dimensions. Nine items
 did not load on any of the five factors and were dropped; these items
 are noted in bold in Appendix A.
In order to analyze differences in importance by participant skill level,
 a one-way MANOVA with skill level (relatively lower skilled = 2.5, 3.0,
 3.5 USTA rating, n = 281; higher skilled = 4.0, 4.5, 5.0 USTA rating,
 n = 206) as the independent variable and the mean of the summed score
 of each service dimension factor (Play, Souvenirs, Hotel, Tournament Destination,
 Concessions) as the multivariate dependent variables was performed.
 MANOVA revealed a significant between-subjects skill level main effect
 (Wilks’ Lambda = .97; F(5, 481) = 3.35; p<.005). Given multivariate
 significance, we examined the univariate F-tests on each of the five service
 dimension factors, which indicated significant differences between skill
 level on four of the five service dimensions. Results of the univariate
 tests are provided in Table 2. Note that all tests are one-tailed
 due to directional hypotheses. These results indicate that lower
 skilled players placed greater importance on each of the four peripheral
 event dimensions (Souvenirs, Hotel, Tournament Destination, and Concessions)
 than did higher skilled players, providing support for H2. As added
 support for H2, we analyzed one item which did not load highly on any
 of the four peripheral dimensions, yet represents a peripheral attribute.
 Specifically, lower skill level players placed greater  importance
 on the item “quality of event social functions (banquets/parties)” than
 did higher skill level players (lower skilled M = 4.96, higher skilled
 M = 4.67; t = 2.12, p = .017). However, there was no difference
 between lower skilled players and higher skilled players on the play-related
 dimension. Therefore, H1 was not supported.
Discussion
It is pertinent that managers of participant events pay particular attention
 to participant expectations and the various factors that might influence
 such expectations. This study is an initial step toward this end.
 Thoughtful analysis of participant expectations is especially important
 for managers of grassroots or local events. According to Graham,
 Goldblatt and Delpy (1995), special events have continued to increase
 exponentially both across the country and around the world. City
 officials and officers of other entities are drawn to the idea of hosting
 special events not only to create positive publicity, but also for city
 branding purposes and to create economic impact. Special events
 are perceived to be economic catalysts for future growth, and the increased
 number of special events has created competition for consumers’ discretionary
 time and income. These events include not only sport events, but
 any of the special event types as categorized by the International Events
 Group (IEG), including 1) sport, 2) festivals, fairs and annual events,
 3) cause-related, 4) arts, and 5) entertainment, tours and attractions.
 Within sport events alone, on any given day or weekend a consumer
 may choose between any number of events. However, given that most
 people do not have unlimited discretionary time or income, it is important
 to understand as much as possible about the expectations of attendees
 in order to maximize branding and economic opportunities.
The following definitions apply to types of special events:
Mega event – Mega events by way of their size or significance, are those
 that yield extraordinarily high levels of tourism, media coverage, prestige,
 or economic impact for the host community or destination. Their
 volume should exceed one million visits, their capital costs should be
 at least $500 million and their reputation should be of a “must see”
 event (Getz, 1997, p.6).
Hallmark event – a recurring event that possesses such significance,
 in terms of tradition, attractiveness, image, or publicity, that the event
 provides the host venue, community, or destination with a competitive
 advantage. Over time, the event and destination become inseparable
 (Getz, 1997, p.7).
Major events – events that by their scale and media interest, are capable
 of attracting significant visitor numbers, media coverage and economic
 benefit (Allen, O’Toole, McDonnell, & Harris, 2002, p. 14)
Given these definitions, there is no doubt that branding opportunities
 and economic impact are more easily achieved for a mega event such as
 the Olympics or for hallmark events such as New Orleans’ Mardi Gras, Omaha’s
 College World Series or Times Square’s New Year’s Eve celebration.
 Events such as these have achieved a level of prestige and have generally
 garnered significant corporate and municipal sponsorship, and have increased
 media coverage, specifically from television. However, it is generally
 much more difficult for managers of local events, and particularly participant
 events, to garner financial support and media coverage. Furthermore,
 because these local participatory events have relatively small budgets,
 lower sponsorship prices, and less media coverage than do events falling
 in the other categories, it is particularly important that local event
 managers know and understand the expectations of their patrons in order
 to be efficient and effective in event production. These events
 simply do not have the resources to spend on service dimensions that participants
 consider relatively unimportant.
From a management perspective, participatory event directors should become
 familiar with the Gap model of service quality, and in particular, realize
 that participant expectations are a key component in participants’ event
 satisfaction. Our results indicate that participant skill level
 is one variable which can affect participant expectations, and thus a
 variable which event directors should consider when planning an event.
 Clearly, understanding participant expectations will allow an event
 manager to more effectively establish long-term commitment from participants,
 direct event production efforts, and inform event budget allocation.
 Participatory event managers are often of the mindset that offering more
 amenities makes for a more satisfying event. However, given that
 few managers have unlimited event budgets, knowing the relative value
 of various service dimensions such as (but not limited to) those analyzed
 in this study will help managers better direct expenditures, whether this
 be increasing spending on important dimensions or decreasing or eliminating
 spending on relatively unimportant dimensions. For example, if
 a manager is holding a USTA league tournament and has a large number of
 high-level athletes (4.5, 5.0), excessive expenditures on banquets and
 merchandise would not prove as beneficial as spending resources developing
 an optimal tournament draw and schedule (for example, holding the events
 at multiple play sites in order to avoid a significant number of matches
 running behind schedule) or repairing courts and ensuring the presence
 of qualified officials.
Most event managers must be concerned with corporate and municipal fundraising
 to supplement the cost of event production. Furthermore, evaluation
 of sponsorship relationships and accomplishing return on investment is
 crucial as both corporations and municipalities that fund events are seeking
 tangible results (Irwin, Asimakopoulos, & Sutton, 1994; Kuzma, Shanklin,
 & McCally,1993; Meagher, 1992; Schlossberg, 1992; Stotlar, 1996).
 Understanding the participants’ expectations can help event managers
 to better match which sponsors will be more successful and can, in turn,
 increase the relationships and longevity of sponsor relationships.
 For example, if event participants place a relatively strong importance
 on peripheral event dimensions, event managers can target hospitality
 organizations as likely sponsors whose association with the event would
 prove beneficial to both sponsor and event. Additionally, as competition
 for both municipal and corporate sponsorship dollars increases, a thorough
 understanding of participant expectations becomes increasingly significant.
In this study, the USTA’s Southern sectionals hosted players from beginning
 skill level to advanced skill level as participants. This study
 hypothesized that 1) players of higher skill (4.0, 4.5, and 5.0) levels
 had higher expectations where play-related dimensions were concerned and
 2) that players of lower skill levels (2.5, 3.0, and 3.5) had higher expectations
 where peripheral dimensions were concerned. Although the first
 hypothesis was not supported, one possible explanation pertains to the
 championship level of this event. For a team to participate in
 a sectional event, it would be necessary for the team to finish in the
 top two in their league standings, and subsequently win both their city
 and state playoffs. Therefore, even a lower skilled participant
 or team would have to be highly competitive to achieve this standing,
 and thus place significant importance on play-related service dimensions.
 For instance, the Southern sectional tournament in this study was
 the first event to have senior 2.5 teams. The implication from
 this issue is that event directors who are managing an event of this stature
 should consider that all participants will have certain expectations of
 the play-related or more technical aspects of the event given their efforts
 expended to earn eligibility to participate. Therefore, future
 event directors of the USTA’s sectional event should pay particular attention
 to play-related dimensions.
Future Research
Athlete skill level is only one factor that can influence event participant
 expectations. Future research should be directed toward identifying
 and analyzing other factors which might influence such expectations.
 For example, the gender of the participant could be hypothesized to influence
 their event expectations. It might be hypothesized that relative to male
 participants, female participants would generally be more concerned with
 souvenirs/merchandise, the tourism attractiveness of the host city, and
 hotel/accommodations. This knowledge could help inform decisions such
 as the type of hotel used and arranging the city attractions that may
 be most attractive in order to meet the female participants’ expectations
 more thoroughly. In a similar vein, the age of the participant
 might also play a significant role in influencing their expectations.
 As enduring service intensifiers such as gender and age are outside
 the scope of the current study, this avenue proves ripe for further research.
Future research should also use existing marketing theory on service
 quality to springboard into a deeper understanding of participant expectations.
 As an example stemming from the current study, consider the zone
 of tolerance, used by marketing scholars to explain the difference between
 desired service, which represents what the service customer hopes to receive,
 and adequate service, which represents the level of service that the customer
 will accept as adequate or sufficient. According to service literature,
 zones of tolerance are narrower for more important service dimensions
 (e.g., Berry, Parasuraman, & Zeithaml, 1993). It could be posited
 that for play-related attributes, the zone of tolerance will narrow as
 athlete skill level increases. Conversely, for peripheral attributes,
 the zone of tolerance will narrow as athlete skill level decreases.
 The tolerance zones should narrow primarily due to the effect of skill
 level on adequate expectations. For example, while both a 2.5 and
 5.0 tennis player would likely desire  similar quality in play-related
 attributes, the quality that a 5.0 player will accept as adequate
 , given his or her competitive focus, is likely to be higher than
 that of a 2.5 player. Conversely, while both a 2.5 and 5.0 tennis
 player would likely desire  similar quality in peripheral attributes,
 the quality that a 2.5 player will accept as adequate , given
 his or her focus on the “overall event experience”, is likely to be higher
 than that of a 5.0 player. Future research addressing propositions
 such as these would prove both theoretically and practically interesting.
References
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 Festival and special event management . Australia: John Wiley
 & Sons.
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 Journal , 5(3). Retrieved February 10, 2004 from http://www.thesportjournal.org/2002Journal/Vol5-No3/service-quality.asp.
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 Cognizant Communication Corporation.
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Table 1
Factor Analysis of Event Service Dimensions
| Factor | |||||
| Play | Souvenirs | Hotel | Tournament Destination | Concessions | |
| Eigenvalue |   11.78 |   3.15 |   1.74 | 1.55 | 1.07 | 
| Percent Variance Explained | 35.67 | 9.53 |   5.28 | 4.71 | 3.23 | 
| Factor Loadings | |||||
| Court Condition | .638 | ||||
| Sufficient Practice Courts Avail. | .503 | ||||
| Draw Continually Updated/ Readily Available | .674 | ||||
| Courts Conducive to Spectating | .551 | ||||
| All Matches Played on Same Surface | .564 | ||||
| Well-Equipped Area for Changeover | .686 | ||||
| Extent to Which Match Schedule/Draw Runs on Time | .620 | ||||
| Quality of Officiating | .628 | ||||
| Tournament Officials Readily Available at All Sites | .622 | ||||
| Quality of Souvenir Merchandise | .868 | ||||
| Selection of Souvenir Merchandise | .882 | ||||
| Price of Souvenir Merchandise | .856 | ||||
| Attractiveness of Awards Offered | .683 | ||||
| Free Souvenirs Offered to Participants | .754 | ||||
| Proximity of Hotel to Play Sites | .711 | ||||
| Directions to Tourist Attractions/Restaurants Provided | .500 | ||||
| Avail. of Reasonably Priced Hotels | .760 | ||||
| Avail. of High Quality, Attractive Hotels | .682 | ||||
| Cleanliness of Hotels | .756 | ||||
| Tourist Attractiveness of Host City | .787 | ||||
| Physical Attractiveness of Play Sites | .629 | ||||
| Wide Selection of Restaurants in Host City | .543 | ||||
| Selection of Concessions at Play Sites | .677 | ||||
| Price of Concessions at Play Sites | .692 | 
Table 2
Univariate F-tests (Mean Comparisons) on Service Dimension Factors
| Factor | Lower Skilled | Higher Skilled | F | 
| Play | 53.73 | 52.85 | 1.69 | 
| Souvenirs | 23.09 | 20.80 | 11.95** | 
| Hotel | 30.24 | 28.94 |   8.62** | 
| Tournament Destination | 16.22 | 15.68 | 3.39* | 
| Concessions |   9.12 |   8.46 |   6.09** | 
Note. **p<.01, *p<.05
Appendix A
- Court Condition (court surface, lines, nets)
- Sufficient Practice Courts Available
- Draw is Continually Updated and Readily Viewable
- Courts Conducive to Spectating
- All Matches Played on Same Surface Type
- Well-Equipped Area for Changeover (water, chairs, etc.)
- Extent to which Match/Draw Schedule Runs On-Time
- Quality of Officiating
- Tournament Officials Readily Available at All Sites
- Well-Equipped Locker-Rooms at Play Sites
- On-Site Racquet Stringing
- Quality of Competition
- Medical Staff Present at All Play Sites
- Event Results Reported in Local Media
- Quality of Souvenir Merchandise (t-shirts, hats, etc.)
- Selection of Souvenir Merchandise
- Price of Souvenir Merchandise
- Attractiveness of Awards Offered
- Free Souvenirs Offered to Participants
- Quality of Event Social Functions (banquets/parties)
- Tourist Attractiveness of Host City
- Physical Attractiveness of Play Sites
- Wide Selection of Restaurants in Host City
- Play-Related Food/Beverage at Play Sites (Fruit, Energy Bars/Drinks)
- Selection of Other Concessions at Play Sites (Burgers, Chips, Soft
 Drinks, etc.)
- Price of Concessions at Play Sites
- Friendliness and Courtesy of Host Site Staff
- Host Site Staff Knowledgeable about Host City (restaurants, tourist
 destinations, etc.)
- Proximity of Hotels to Play Sites
- Directions to Tourist Attractions/Restaurants Provided
- Availability of Reasonably Priced Hotels
- Availability of High Quality, Attractive Hotels
- Cleanliness of Hotels
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