Motivational Factors on the Propensity to Use Sports Events Tourism Websites: The Utilization of UGT

  • Radzliyana Redzuwan Universiti Teknologi MARA, Cawangan Negeri Sembilan
  • Nadiah Diyana Tan Abdullah Universiti Teknologi MARA, Cawangan Negeri Sembilan
  • Khor Poy Hua Universiti Teknologi MARA, Cawangan Perlis
  • Azlan Abdul Aziz Universiti Teknologi MARA, Cawangan Perlis
  • Lim Khong Chiu Universiti Utara Malaysia

Abstract

Even though extensive Internet research has been conducted around the world, there is still a lack of knowledge about motivational factors and their moderating effects on the inclination to utilize sports event tourism websites. Two theories are being utilized in this study – (i) the Sport Website Acceptance Model (SWAM) and (ii) the Uses and Gratifications Theory (UGT). Customer-perceived values which are derived from the SWAM consist of four components including accessibility, flexibility, interactivity, and reliability, while motivation factors include informativeness gratification and entertainment gratification. This study utilized a self-administered questionnaire. A total of 530 sports tourists (315 males and 215 females) participated in three major sporting events involved in this study. Respondents were selected by using a probability sampling technique. The results of Pearson correlation analyses show that there was a significant relationship between customer-perceived value and the propensity to use the websites. The results indicate only 14.8 per cent of the total variance of the intention to use the websites was explained by customer-perceived value, entertainment gratification, informativeness gratification, the combination of customer-perceived value and entertainment gratification as well as the combination of customer-perceived value and informativeness gratification. The research findings would be practical and useful for sports tourism organizations in developing a distinctive sports tourism website on strategies to market their products and/or services effectively.

References

Abd Aziz, P. N. R., Tap, M., Osman, A., & Mahmud, M. (2013). Computer-supported cooperative work in Malaysian homestay industry. Paper presented at the International Conference on Information and Communication Technology for the Muslim World (ICT4M).
Chalip, L. (2004). Beyond impact: A general model for sport event leverage. In B. W. Ritchie & D. Adair, (Eds.), Sport tourism: Interrelationships, impacts, and issues. Tonawanda, NY: Channel View Publications, 226-252.
Eighmey, J., & McCord, M. (1998). Adding value in the information age: Uses and gratifications of sites on the World Wide Web. Journal of Business Research, 41(3), 187-194. http://dx.doi.org/10.1016/S0148-2963(97)00061-1
Getz, D. (2008). Event tourism: Definition, evolution, and research. Tourism Management, 29(3), 403-428.
Goeldner, C. R., & Ritchie, J. R. (2006). Tourism: Principles, practices, philosophies. Hoboken, New Jersey: John Wiley and Sons.
Higham, J. E. & Hinch, T. D. (2003). Sport, space, and time: Effects of the Otaga Highlanders franchise on tourism. Journal of Sport Management, 17, 235-257.
Hur, Y., Ko. Y. J., & Claussen, C. L. (2011). Acceptance of sports websites: A conceptual model. International Journal of Sports Marketing & Sponsorship, 12(3), 209-224. http://doi10.1108/IJSMS-12-03-2011-B003
Ioakimidis, M. (2010). Online marketing of professional sports clubs: Engaging fans on a new playing field. International Journal of Sports Marketing and Sponsorship. 11(4), 271-282. http://doi10.1108/IJSMS-11-04-2010-B002
Jago, L. & Shaw, R. (1998). Special events: A conceptual and differential framework, Festival Management & Event Tourism, 5(½), 21-32.
Jago, L., Chalip, L., Brown, G., & Mules, T. (2003). Building events into destination branding: Insight
from experts. Event Management, 8(1), 3-14. http:// doi:10.3727/152599503108751658
Jere, M. G., & Davis, S. (2011). An application of UGT to compare consumers motivations for magazine and Internet usage among South African women’s magazine readers. Southern African Business Review, 15(1), 1-27.
Korgaonkar, P. K., & Wolin, L. D. (1999). A multivariate analysis of Web usage. Journal of Advertising Research, 39(2), 53-68.
Lexhagen, M. (2008). Customer perceived value of travel and tourism websites. Working paper, E-Tour European Tourism Research Institute. Sweden: Mittuniversitetet.
Lin, C. A. (1998). Exploring the personal computer adoption dynamics. Journal of Broadcasting & Electronic Media, 41(1), 95-112.
Newhagen, J., & Rafaeli, S. (2006). Why communication researchers should study the Internet? Journal
of Computer-Mediated Communication, 1(4). http://doi10.1111/j.1083-6101. 1996.tb00172.x
Parasuraman, A., Zeithaml, V.A. and Malhotra, A. (2005) E-S-Qual: A Multiple-Item Scale for Assessing Electronic Service Quality. Journal of Service Research, 7, 213-233.
http://dx.doi.org/10.1177/1094670504271156
Poon, A. (1993). Tourism, technology, and competitive strategies, CAB International, Wallingford.
Putrevu, S., & Lord, K. R. (2003). Processing internet communications: A motivation, opportunity and ability framework. Journal of Current Issues & Research in Advertising, 25, 45-59.
Radzliyana, R., Khor, P. H., & Lim. K. C. (2013). Acceptance of online sports marketing among FSR student in UiTM Perlis. Jurnal Intelek, 8(1), 43-50.
Randle, Q (2003). Gratification niches of monthly print magazines and the worldwide web among a group of special interest magazine subscribers. Journal of Computer-Mediated Communication, 8(4). http://jcmc.indicana.edu/vol8/issue3/index.html
Ruggiero, T. E. (2000). Uses and gratifications theory in the 21st century. Mass Communication & Society, 3(1), 3-37. http://dx.doi.org/10.1207/S15327825MCS0301_02
Sekaran, U., & Bougie, R. (2010). Research methods for business: A skill building approach. United Kingdom: A John Wiley and Sons.
Shankar, V., Smith, A. K., & Rangaswamy, A. (2003). Customer satisfaction and loyalty in online and offline markets. International Journal of Research in Marketing, 20, 153-75.
Stafford, T. F., Royne, M. B., & Schkade, L. L. (2004). Determining uses and gratifications for the Internet. Decisions Sciences, 35(2), 259-288. http://doi10.1111/j.00117315.2004.02524.x
Tourism Malaysia Corporate Website (2013). http://corporate.tourism.gov.my/
Vinod, B. (2011). The future of online travel. Journal of Revenue & Pricing Management, 10(1), 56-61.
Woodruff, R. B. (1997). Customer value: The next source for competitive advantage. Journal of the Academy of Marketing Science, 25(2), 139-153.
Published
2022-07-26
How to Cite
REDZUWAN, Radzliyana et al. Motivational Factors on the Propensity to Use Sports Events Tourism Websites: The Utilization of UGT. Jurnal Intelek, [S.l.], v. 17, n. 2, p. 187-197, july 2022. ISSN 2682-9223. Available at: <https://myjms.mohe.gov.my/index.php/intelek/article/view/18205>. Date accessed: 05 feb. 2023. doi: https://doi.org/10.24191/ji.v17i2.18205.