A study of student spectator behavior at collegiate sporting events: the role of spectator attachment and interaction

ABSTRACT Understanding the behavior of student spectators is crucial for effectively promoting college sports events, as it is an emerging sector of the sports tourism industry. This study examined how student spectators evaluate their experience during college sports events across multidimensional behavior stages: spectator attachment, interaction and emotion, and satisfaction. A total of 229 college students in the United States completed an online survey. Results showed that spectator attachment positively influenced spectator interaction and emotion, which in turn had a positive impact on satisfaction. Spectator interaction and emotion also mediated the relationship between spectator attachment and satisfaction. The findings provide insights into the importance of student spectator attachment and interaction in generating positive emotions and satisfaction, with implications for sports tourism and marketing.