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The doping scandal did not affect the satisfaction and perception of the spectators.
The likelihood of recommending the event to others increased, contrary to what was assumed after the doping scandal.
The doping scandal that became public was cited as a negative low point.
Negative effects were considered part of the event if spectators were not directly affected.
Abstract of the study
This study analyzes whether a doping scandal that occurs during a major global sporting event has an impact on the satisfaction of on-site spectators. The study was conducted among 896 on-site spectators who attended at least one event of the 2019 Nordic World Ski Championships. In addition, five members of the organizing committee were retrospectively asked how they assessed the impact of the doping scandal on the perception of the event and its organization. The results showed that the scandal did not affect spectator satisfaction or their perception of the event. Nevertheless, the doping scandal was mentioned as a negative highlight ("lowlight") after its publication. The practical implication of this is that although the doping scandal did not affect spectator satisfaction, such undesirable situations should be avoided as much as possible and be part of the organizers' comprehensive risk management and communication strategy. It can be concluded that spectator satisfaction remained relatively stable, while any negative effects, unless they directly affected spectators, seemed to be considered "part of the event" to some extent.
Key findings of this study
- Overall satisfaction was not negatively affected: the empirical results showed no decrease in overall spectator satisfaction after the doping scandal emerged during the event. Spectator satisfaction with the major event remained stable overall.
- Contrary to assumptions, the intention to recommend the event to others increased after the doping scandal: The intention to recommend the 2019 Nordic World Ski Championships to others increased after the scandal. The likelihood of recommending it to others increased statistically significantly.
- Although the scandal was identified as a negative low point, it did not affect overall satisfaction: although satisfaction was stable, the doping scandal was mentioned as a negative highlight ("lowlight") after it became public. The frequency with which doping was mentioned as a lowlight was significantly higher in the survey after the scandal than before.
- Spectator satisfaction is robust and negative incidents are seen as part of the experience: Negative effects that did not directly affect spectators were apparently seen as "part of the event" to some extent. Spectator satisfaction seems to withstand serious interference due to many factors and their relative stability.
- The Organizing Committee did not notice any change in mood and received partly positive feedback: The members of the Organizing Committee (OCM) did not perceive any negative reactions or a loss of mood among the spectators. They even received positive feedback regarding the event and the implementation of the doping controls.