Exploring visitor's satisfaction and recommendation intention at mega sporting events using the S-O-R model with host country hospitability as moderator

Research questionThis study aims to study visitor satisfaction and recommendation intention at mega sporting events using the Stimulus-Organism-Response (S-O-R) model, with host country hospitability as a moderator.Research methodData collected from 321 respondents were analyzed through partial least squares Structural Equation Modeling (PLS-SEM), and the findings of this study revealed that visitor satisfaction is affected by the ambient conditions, amenities, and convenience of the venue.Results and FindingsThe findings also revealed that perceptions of price value have a modest effect on visitor satisfaction. Visitor satisfaction, in turn, significantly drives recommendation intention. The moderating role of host country hospitability presents mixed results. It enhances the positive impact of ambient conditions and convenience on visitor satisfaction but does not significantly affect the relationships between price value or amenities and satisfaction. This implies that organizers of mega sporting events should focus on creating a pleasant environment and facilitating good amenities and easy access. In addition, a host country's hospitability can enhance visitor satisfaction, particularly through a welcoming atmosphere and convenient arrangements.ImplicationThis study contributes to the existing body of event and tourism management, specifically in the context of mega sporting event. The study's findings will help service providers and policymakers to develop more robust strategies for the future mega sporting events by enhancing the visitor satisfaction, particularly through a welcoming atmosphere and convenient arrangements.