Understanding The Olympic Spectator: a Key Stakeholder In The Olympic Games

In Olympic hierarchy spectators are last on the list following athletes, officials, sponsors, and media. The importance of live spectators was most evident at the 2004 Athens and 2006 Torino Games, where many venues were half empty, consequently impairing revenues and the spirit around the Games. Even in Beijing, where tickets were sold out, venues were not always full. This article profiles the Olympic Spectator over eight consecutive Olympic Games (Winter and Summer) and offers insights into decision factors influencing attendance (e.g., risk perception), spectator satisfaction (e.g., service quality, transportation), and intent to attend future Games. Results indicate the importance of the host city’s tourism infrastructure and English language capabilities. In general, the demographic profiles of the Olympic visitor has not varied significantly since 1994, with differences in decision making factors, consumer behavior, and satisfaction influenced most by location and infrastructure of the host city. Results indicate that OCOGs and host cities should market and organize the Games as both a sporting event and cultural experience to meet visitor expectations and maximize Games time and future economic opportunities. Specific recommendations are made for Rio2016.