n African Journal for Physical Health Education, Recreation and Dance - The relationship between spectator satisfaction and sportscape at a cricket stadium s management and marketing - : sports management and marketing

Volume 18 Number sup-1
  • ISSN : 1117-4315


Marketers of sport events must realise that not just the game, but the entire stadium experience should be marketed. The "quality of the game" and the "outcome of the game" are uncontrollable elements that play a role in customer satisfaction while aspects such as accessibility, facility aesthetics, electronic display quality, seating comfort and cleanliness are more controllable. This aim of the study was to investigate the relationship between how customers perceive the physical surroundings of a sport stadium and their overall satisfaction with the experience at a particular event. Data were gathered from spectators at SuperSport Park during a benefit cricket match. Two hundred and eight respondents participated. The results of this study suggest that there is a strong correlation between the total sportscape as well as its sub-dimensions (accessibility, facility aesthetics, electronic display quality, seating comfort and cleanliness), and spectator satisfaction.

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