Assessment of Event Quality in Major Spectator Sports: Single-Item Measures

The purpose of this study was to develop measurement scale of event quality in spectator sports - single-item measures (SEQSS-SIM). The reliability and validity of single item measures developed in the current study were tested using the responses from 220 spectators of a Major League Baseball game. Both exploratory and confirmatory factor analysis were conducted along with structural equation modeling. The results indicate that single item measures fairly represent 11 key aspects of sport events. Although scholars addressed the usefulness and necessity of single item measures, this approach has not been explored in the sport event context. Therefore, the current study will contribute methodologically to the measurement of event quality by offering a parsimonious and psychometrically sound scale to measure spectators' perceived sport event quality. Event managers can use the single-item measures as a convenient diagnostic tool to evaluate spectators' quality perceptions in an efficient and effective manner.