Predicting intentions to revisit and recommend a sporting event using the event experience scale (EES)

This study examined the event experience scale (EES) as a predictor of a participant's intentions to revisit and recommend the New Zealand Masters Games (NZMG) using data from 139 on-site surveys. This functions to build a profile of experiences at sporting events and determine which specific types of experience (affective, cognitive, physical, and novelty) contribute to memorable experiences and satisfaction with the event. Multiple regression analysis identified only affective and physical engagement as significant positive predictors of a participant's intentions to revisit and recommend the NZMG. However, cognitive engagement and experiencing newness had no effect on behavioral intentions. The findings advance knowledge in the area of event experience and present important implications for event organizers to develop and manage successful sporting events.