Crowd satisfaction at sporting events

Following a post presented in this blog few months ago ("Crowd is my only drug" http://environmental-exercise-physiology.blogspot.co.uk/2012/10/crowd-is-my-only-drug-marlon-devonish.html), today we discuss again about crowds and satisfaction at sporting events. Given the potential links between the crowd and sports performance (e.g. many of team GBs medal winners commented on the impact of the crowd on their performance, see the Observer, Jamie Doward, Sunday 5 August 2012,  

http://www.guardian.co.uk/sport/2012/aug/05/team-gb-medallists-credit-home-crowd), it is surprising that relatively little attention has been given to crowd satisfaction within academic research, or during the planning of sporting events.

Victoria Kendrick, a PhD Researcher working on crowd ergonomics, reports some of her findings:

"Despite the popularity of spectator sporting events, academic research examining how the organisation of crowd events can be enhanced remains relatively underdeveloped (Zhang et al., 2007; Johnson, 2008). Additionally, in spite of possible links between the crowd experience (comfort, safety, satisfaction and performance) and sports performance, relatively little research has investigated this relationship within academic research, or during the planning of sporting events.

Research addressing crowd event management has largely focused on crowd safety (Zhen et al., 2008), pedestrian flow modelling (Smith et al., 2009), and event management over recent years (Getz, 2008): with substantial research around public order policing (Reicher et al., 2004; Drury & Stott, 2011), and hooliganism prevention (Stott et al., 2008). Consideration of the wellbeing of the crowd, particularly crowd satisfaction, comfort and performance has received less attention (Ryan et al., 2010; Machleit et al., 2000). Moreover, the extent to which academic research findings influence the organisation of spectator sporting events is unclear. The following research therefore explored the user experience of crowds within sporting events: 

Kendrick, V.L., Haslam, R.A., and Waterson, P.E. (2013). Crowd Satisfaction at Spectator Sporting Events. Proceedings of the Ergonomics & Human Factors Conference, 15-18 April 2013, Cambridge.

Due to the potential impact of the crowd on sporting performance further attention on the satisfaction of the crowd is required. Kendrick et al. (2013) therefore presented findings from in depth semi-structured interviews with event organisers and deliverers, investigating the organisation, coordination, and security of a variety of spectator sporting events. Safety was identified by those responsible for organising and delivering events as a key priority, with less attention given to user experience, crowd comfort and satisfaction. An evidence based description was developed to embody findings of the current study, illustrating the central issues that influence crowd satisfaction within spectator sporting events: anticipation, facilities, and planning (prior to the event); influences and monitoring (carried out during the event); and reflection (engaged in after the event) (see Figure 1).

Figure 1: Factors influencing crowd satisfaction within spectator sporting events

Due to the potential influence of the crowd on sport performance, further research is required to determine how to enhance the satisfaction of the crowd".

Victoria Kendrick (BSc, MSc)

PhD Researcher

Loughborough Design School

Loughborough University, UK

References

Alexander E., B. (1995). Understanding and planning for different spectator crowds. Safety Science, 18(4), 239-247.

Drury, J., & Stott, C. (2011). Contextualising the crowd in contemporary social science. Contemporary Social Science, 6(3), 275-288.

Getz, D. (2008). Event tourism: Definition, evolution, and research. Tourism Management, 29(3), 403-428.

Johnson, C. W. (2008). Using evacuation simulations for contingency planning to enhance the security and safety of the 2012 Olympic venues. Safety Science, 46(2), 302-322.

Kendrick, V.L., Haslam, R.A., and Waterson, P.E. (2013). Crowd Satisfaction at Spectator Sporting Events. Proceedings of the Ergonomics & Human Factors Conference, 15-18 April 2013, Cambridge.

Machleit, K. A., Eroglu, S. A., & Mantel, S. P. (2000). Perceived retail crowding and shopping satisfaction: What modifies this relationship? Journal of Consumer Psychology, 9(1), 29-42.

Reicher, S., Stott, C., Cronin, P., & Adang, O. (2004). An integrated approach to crowd psychology and public order policing. Policing-an International Journal of Police Strategies & Management, 27(4), 558-572.

Ryan, C., Shih Shuo, Y., & Huan, T. (2010). Theme parks and a structural equation model of determinants of visitor satisfaction — janfusan fancyworld, taiwan. Journal of Vacation Marketing, 16(3), 185-199.

Smith, A., James, C., Jones, R., Langston, P., Lester, E., & Drury, J. (2009). Modelling contra-flow in crowd dynamics DEM simulation. Safety Science, 47(3), 395-404.

Stott, C., Adang, O., Livingstone, A., & Schreiber, M. (2008). Tackling football hooliganism: A quantitative study of public order, policing and crowd psychology. Psychology, Public Policy, and Law, 14(2), 115-141.

Zhang, Q., Liu, M., Wu, C., & Zhao, G. (2007). A stranded-crowd model (SCM) for performance-based design of stadium egress. Building and Environment, 42(7), 2630-2636.

Zhen, W., Mao, L., & Yuan, Z. (2008). Analysis of trample disaster and a case study – mihong bridge fatality in china in 2004. Safety Science, 46(8), 1255-1270.