The influence of event quality on revisit intention: Gender difference and segmentation strategy

Purpose – The purpose of this study is to examine the relationships between spectators’ event quality perceptions and revisit intention in both men's and women's basketball events by focusing on gender influence.Design/methodology/approach – The study utilizes structural equation modeling (SEM) on data collected by questionnaire survey from a total of 623 spectators of two college men's basketball events (n=292) and two college women's basketball events (n=331).Findings – The results indicate that for men's basketball events, game performance and staff quality had a significant influence on the revisit intention of spectators, regardless of the spectator's gender. For women's basketball events, game performance and in‐game entertainment were significant determinants of spectator revisit intentions, again regardless of gender.Research limitations/implications – The current research collected data from division I‐A men's and women's basketball events in only one higher education institution. Further the cur...