Motivation to Attend the 1996 Summer Olympic Games

This research note reports the results of a survey measuring the motivations of spectators who attended the 1996 Summer Olympic Games. A 33-item pencil-and-paper data collection instrument previously piloted at two other Olympic Games measured and assessed motivational perspectives associated with the Olympic Games. A panel of Olympic scholars, international business experts, and university academics undertook evaluation, validation, and refinement of the measurement tool. Administration and questionnaire training was used to establish the optimal conditions for the acquisition of data. Three hundred twenty valid responses were analyzed to determine factors influencing spectators’ decisions to attend the Olympic Games. Recommendations for further research are provided.