Several limitations may influence the results of this study. First, the proposed sport event innovativeness model was
tested in a spectator sports setting. The lack of applicability of the findings to other settings should be acknowledged. In a
spectator sport context, some dimensions (e.g., self-service technology and loyalty program) may be too narrow and time
specific. The factor structure depends on the context, and dimensions may change over time. Additional effort should be
made to identify which dimensions will be more or less innovative in other settings. The importance of the innovation points
varies across sports (e.g., amateur and professional sports), consumption types (e.g., spectator and participant sports),
athletic levels (Division I and Division II), event types (e.g., re-occurring and annual events), and countries (e.g., Western and
Eastern countries)