The impact of doping scandals on on-site spectator satisfaction at major sport events

Abstract

Purpose

This study analyzes whether a doping scandal occurring during a global major sport event has an impact on on-site spectator satisfaction.

Design/methodology/approach

The investigation was conducted among 896 on-site event spectators attending a minimum of one event at the Nordic Ski World Championships 2019. Furthermore, five members of the organizing committee were retrospectively interviewed about how they judged the doping scandals’ impact on the perception of the event and its organization.

Findings

Results revealed that the scandal did not affect the spectators’ satisfaction and perception of the event. Nevertheless, the doping scandal was mentioned as a lowlight after becoming public.

Practical implications

Even though the doping scandal did not affect spectator satisfaction, such undesirable situations should be avoided as best as possible and form part of the event organizer’s comprehensive risk management and communication strategy.

Originality/value

It can be concluded that spectator satisfaction remained quite stable while any negative impacts, if not directly affecting the spectator, seemed to be considered as somehow “part of the event.”