The Casual Relationship between Auditory and Visual Atmosphere and Spectators' Attraction and Intention to Revisit Stadiums

In the professional sport industry, stadium is an important place where spectators directly consume and experience sports. The aim of the present study was to represent a conceptual model of the causal relationship between auditory and visual atmosphere and spectators' attraction and intention to revisit stadiums. 403 spectators (127 females and 276 males) of volleyball and football super leagues were selected via multi-stage random method and completed a questionnaire related to spectators' attraction and intention to revisit. To measure the relationship between auditory and visual factors of spectators, a researcher-made scale based on Lee et al. (2009) study was used and Cronin, Brady and Hult (2000) measurement scale was applied to measure the rate of spectators' attraction and intention to revisit. The questionnaire validity was approved by 10 experts and its reliability was determined as 0.92 by retest and internal consistency (Cronbach alpha). The findings of structural equation model showed that visual (0.71) and auditory (0.58) factors (the design of stadiums, color, lighting, aesthetics and quality of acoustic systems) had a direct effect on spectators' enjoyment and experience in stadiums. According to results, there was a direct and positive relationship between these factors and spectators' attraction and intention to revisit stadiums.