Abstract

The Formula One market, with its once-a-year international events, has a quality rather different from that of most traditional sports. This study examined how F1 spectators’ fanship transits their event pre-visit characteristics to their on-site outcomes. The study surveyed a sample of 337 spectators who were visiting the event for the first time. Using self-administered questionnaires, the participants provided information about media consumption, parasocial interaction, fanship, event satisfaction, and their likelihood of attending the event again. The results of structural equation modeling suggested that spectators’ media consumption and parasocial interaction with a favorite driver affected together F1 fanship. The fanship then influenced their event satisfaction and revisit intentions. The study suggests marketing strategies for F1 Grand Prix, particularly those of inaugural events. This can be implemented to leverage an F1 event toward solidifying the sport in a new market.

Key words: Fanship, parasocial interaction, formula one, spectators, inaugural sporting event.