From the land of Gama: event attachment scale (EAS) development exploring fans' attachment and their intentions to spectate at traditional gaming events

Abstract

Purpose The desire to spectate at traditional events and festivals in different countries is dying. From a marketing perspective, researchers and practitioners need to understand why people spectate at these conventional events and festivals. Data-driven marketing approaches can help event and festival marketing policymakers in attracting potential spectators. Drawing on attachment theory, the current study fills this void and explores fans' motivation and intentions to follow Kushti (i.e. traditional wrestling) events while developing a new event attachment scale (EAS). Design/methodology/approach Three comprehensive studies were conducted. First, an exploratory study where 12 retired wrestlers, considered hardcore fans of Kushti were interviewed. The collected data was analyzed using thematic analysis. Second, a pilot study ( n = 204) was performed leading to a main survey ( n = 365). The survey data was analyzed using exploratory and confirmatory factor analysis techniques. Findings Results revealed five types of attachments (i.e., ground attachment, game attachment, emotional attachment, cultural attachment and player attachment). An important intervention is the unique elements within each of these attachments, which may motivate fans to follow traditional gaming events. The new scale offers excellent psychometric properties. Practical implications Event and festival marketers should consider the role of tradition while marketing such events. The retired wrestlers can be used as influences/reference points to attract visitors to spectate at Kushti events. Furthermore, facilities such as smooth roads, approachable grounds and excellent service operations during these events can help policymakers to attract more spectators. Originality/value The study is unique in contextualizing Kushti and presenting a unique scale to measure fans' motivations and intentions to follow traditional gaming events.