SPORT EVENT PRESTIGE CONCEPTUALIZATION: SPECTATOR, PARTICIPANT, AND VOLUNTEER PERCEPTIONS OF VARIOUS SPORT EVENT SIZES

Abstract

This study aims to provide a comprehensive conceptualization of sport event prestige by examining the perspectives of various sport consumer groups. Specifically, it seeks to analyze how the various sport event consumers (e.g., sport fans, sport event participants, and volunteers) perceive and interpret the notion of sport event prestige in the context of sporting events. By integrating insights from these diverse groups, the study seeks to develop a precise understanding of the concept of sport event prestige. To achieve this, the study adopted a qualitative methodology, where semi-structured interviews were used to understand the perception of different sport consumer groups on how they define prestige. The results revealed that prestige was defined differently across consumer groups. For participants, prestige was perceived as tied to achievement and sacrifice; spectators emphasized emotional experience and event atmosphere; and volunteers associated prestige with contribution, and future opportunities. Moreover, sport event prestige was found to have impacts beyond the consumer groups, with positive effects observed on the hosting nation's economy and tourism. However, the findings also indicated that the impact of prestige is not always positive, negative impacts associated with the economy and crime were also reported. These insights provide a better understanding of the roles that prestigious sport events play among sport consumer groups and the hosting nation. This study will help sport managers and event organizers seeking to enhance event value and stakeholder engagement by understanding how the term "prestige" functions across different sport event sizes and various stakeholder groups.