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Abstract
The purpose of this study was to examine the relationships of service quality, satisfaction, and future intentions of attendees at a large-scale action sports event. More specifically, effects of core service quality and peripheral service quality on satisfaction and future intention were examined in an action sports event setting. Structural equation modeling was utilized to investigate the effects of the two service components on satisfaction and future intentions. Respondents (N = 2,297) were satisfied with the event and reported positive responses toward services provided by event managers. Similarly, respondents reported that they were likely to return to the event in the future. Findings suggest core service quality and peripheral service quality to be significant predictors of satisfaction. Additionally, peripheral service quality and satisfaction were found to be significantly related to future intentions. However, core service quality was not significantly related to future intention; yet, it had an indirect influence on future intentions.
Consumer Satisfaction with an Action Sports Event
The growth of the action sports genre of the sport industry has been well documented (Bennett & Henson, 2003; Bennett, Henson, & Zhang, 2002, 2003; Clelend, 2001; Fitzgerald, 2000; Gladden & McDonald, 2005; Griffin, 2002; Petrecca, 1999, 2000). Action sports have been described as individualistic, risky, and unorthodox as compared to traditional team sports (Bennett & Henson, 2003). Action sports include, but are not limited to, skateboarding, BMX bike riding, aggressive in-line skating, wakeboarding, freestyle motocross, street luge, downhill skateboarding, rock climbing, and snow boarding. These sports collectively have been categorized as "extreme", "alternative", "core", and/or "lifestyle" sports. The phrase "extreme" implies an atypical activity, one that runs counter to conventional or traditional sports (Bennett et al., 2002).
The media has played a major role in the growth of these once-unconventional sports as they combined action sports into made-for-television events such as ESPN's X-Games (Griffin, 2002). Some of the major action sports events that are broadcast on television are the Gravity Games, the Summer X-Games, the Winter X-Games, Dew Action Sports Tour, and the Great Outdoor Games (Bennett et al., 2002; Bennett & Henson, 2003). Action sports have also become popular globally with participants from South American, European, and Asian countries. There have been numerous events outside the United States, such as the Asian...