Risk is my business. Determinants of revisit intentions among participants in extreme sporting events

Francesco Raggiotto

Abstract

Multi-billion-dollar revenues and thousands of people involved, qualify extreme sports as a growing marketing phenomenon. This study addresses the determinants of consumer-athletes intention to revisit extreme sport events. We propose a model investigating the role sensation-seeking tendency, event satisfaction, and event image fit in determining revisit intention of active participants, basing on sensation
seeking theory. The model is empirically tested with the SPSS PROCESS macro on 240 active participants in extreme sport events. The findings suggest that sensationseeking leads to revisit intention only through satisfaction, especially when event image fit is strong.

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Mercati e competitività - Open Access Peer Reviewed Journal
4 issues per year - ISSN 1826-7386, ISSNe 1972-4861

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