Co-created value influences residents’ support toward the sporting event through the mediating mechanism of gratitude

ABSTRACT

Research question

The purpose of this study was to examine the effects of residents’ co-created value on their intentions to support a sporting event through the mediating mechanism of gratitude.

Research methods

Data were collected from residents’ participating in a local recurring sporting event (Naha Marathon, n = 198) and an international recurring sporting event (New York Marathon, n = 229).

Results and findings

The findings reveal that gratitude shows a strong positive impact on residents’ event support intentions. Also, the results indicate gratitude is a mediating psychological mechanism that can explain the relationship between co-created value and residents’ event support intentions.

Implications

We provide insights into the important role of gratitude in understanding how co-created value and relationship marketing variables function together to influence residents’ intentions to support recurring sport events. Also, findings of the current study assist in the understanding of resident-event relationships and contribute to the growing understanding of residents’ support for recurring events.

KEYWORDS:

• Co-created value
• gratitude
• trust
• commitment
• support intentions

Disclosure statement

No potential conflict of interest was reported by the author(s).

Note: The survey participants’ demographic and socio-economic information and measurement model are available as online supplementary material.