Motivational Factors on the Propensity to Use Sports Events Tourism Websites: The Utilization of UGTEven though extensive Internet research has been conducted around the world, there is still a lack of knowledge about motivational factors and their modera
Keywords:
Customer-Perceived Value, Intention to Use the Websites, Motivational Factors, Sports Tourism WebsitesAbstract
Even though extensive Internet research has been conducted around the world, there is still a lack of
knowledge about motivational factors and their moderating effects on the inclination to utilize sports
event tourism websites. Two theories are being utilized in this study – (i) the Sport Website Acceptance
Model (SWAM) and (ii) the Uses and Gratifications Theory (UGT). Customer-perceived values which
are derived from the SWAM consist of four components including accessibility, flexibility, interactivity,
and reliability, while motivation factors include informativeness gratification and entertainment
gratification. This study utilized a self-administered questionnaire. A total of 530 sports tourists (315
males and 215 females) participated in three major sporting events involved in this study. Respondents
were selected by using a probability sampling technique. The results of Pearson correlation analyses
show that there was a significant relationship between customer-perceived value and the propensity to
use the websites. The results indicate only 14.8 per cent of the total variance of the intention to use the
websites was explained by customer-perceived value, entertainment gratification, informativeness
gratification, the combination of customer-perceived value and entertainment gratification as well as
the combination of customer-perceived value and informativeness gratification. The research findings
would be practical and useful for sports tourism organizations in developing a distinctive sports tourism
website on strategies to market their products and/or services effectively.
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