Discussion and Implications
Understanding the aspects leading to consumers’ perceptions of utilitarian value is paramount to establish a link
between the hosts and their target consumers, as well as to better planning future events. The findings of this study
are consistent with the idea that sport consumers’ value perceptions are complex in relation to the utilitarian aspects
of sport consumption and can be derived from core sport products and ancillary services (Funk & James, 2011). The
positive predictive effect of Teams suggests that superior quality in the core product can produce high levels of
utilitarian value. Thus, although the on-field performance is not under the control of the event managers,
coordination of national professional leagues (e.g. MLS) with the institutions that are responsible for international
competitions between national teams (e.g., FIFA), seems to be vital so players arrive to major events in good shape
and ensuring spectators experience good performances of the teams. Complementarily, Atmosphere and Crowd
Experience showed a predictive effect on Utilitarian Value suggesting that event managers should be vigilant in
managing aesthetic aspects (Yoshida et al., 2013). Atmosphere was the strongest positive predictor of Utilitarian
Value, suggesting that event managers should create a memorable atmosphere inside and around the stadium. For
example, displaying the lyrics of familiar songs on mega-screens, offering memorabilia, designing interactive
experiences to the spectators (Biscaia et al., 2013), adding decorations such as pictures of the players or important
slogans (Yoshida et al., 2013), and creating fan zones outside the stadium with multiple activities before and after the
games may be important to improve the perception of the atmosphere surrounding the event. On the contrary,
Crowd Experience revealed a negative effect on Utilitarian Value. Crowd experience is related with energy and noise
of the supporters (Biscaia et al., 2013), and some violent episodes have been reported over the years leading to a
decreased sense of security (Frosdick & Marsh, 2005). In this sense, event managers should reinforce the security
measures for entering the stadiums and have a role in controlling fan activities inside the stadium (e.g. singing and
engaging in ritualized behaviors) in order to improve perceptions of crowd behavior and increase the consumption
value. These findings should be considered by hosts when planning major sport events, and provide numerous
opportunities to continue advancing our knowledge of how to manage service quality and improve the value of the
sport consumption experiences for spectators.