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

Francesco Raggiotto


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.

Full Text:


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

This journal applies the Creative Commons Attribution - Non-Commercial - No Derivatives 4.0 License (CC BY-NC-ND 4.0) to works published, in order to facilitate free immediate access to, and unrestricted reuse of, original works of all types. Under this license, authors agree to make articles legally available for reuse, without permission or fees, for virtually any purpose. Anyone may copy, distribute or reuse these articles, without modifying them, as long as authors and original sources are properly cited.