D3.3. Value. As noted earlier, value contributes to customer loyalty (Parasuraman & Grewal, 2000), willingness to buy (Dodds et al., 1991), customer satisfaction, and return behavior at the postpurchase phase (Al-Sabbahy et al., 2004). Perceived value as a function of accruing benefits and associated costs is a subdimension of quality of the venue. Perceptions of value are dependent upon the spectators and the type of sporting contest. For example, Bernthal and Graham (2003) found that spectators attending a minor league baseball game are likely to consider ticket cost and overall cost to attend a game as important motivators of attendance. Whereas, collegiate baseball fans did not consider value as a significant motivator of atten- dance despite being admitted to many games for free. Value may be evaluated based on factors such as cost of tickets, concessions and merchandise. Based on the above we offer the next proposition: Proposition 3: The visitors’ perceptions of interpersonal interactions, environ- ment and value associated with the sport venue directly contribute to their perceptions of sport tourism quality.