Enhancing consumer participation in the context of sport events: The power of three basic psychological needs

Abstract

Consumer active participation (CP) is crucial for creating valuable experiences in tourism and event contexts. However, previous studies have focused exclusively on the physical and psychological aspects of CP, neglecting other dimensions. Moreover, a comprehensive understanding of CP has been limited due to the lack of empirical development in the context of events, particularly in terms of its drivers and consequences. Filling these gaps, this study first adopts a holistic approach to CP, encompassing physical, cognitive, emotional, and social dimensions. Second, drawing from self-determination theory, the study investigates the effect of perceived psychological benefits—autonomy, competence, and relatedness, as drivers of CP in event contexts. Lastly, it explores whether CP leads to higher behavioral intention, including revisiting and recommending the event. The conceptual model was tested empirically with a sample of 320 attendees at two major ski-flying events in 2022, hosted in Norway and Slovenia. Data were analyzed using structural equation modeling, revealing that autonomy and relatedness significantly influence CP, while competence does not. Furthermore, CP significantly impacts behavioral intentions. The study highlights that perceived psychological benefits may not consistently drive CP across various settings, acknowledging the need to consider individual and contextual factors in event studies.