Sportainment Participation in Muslim-Majority Context: Examining Motivation, Satisfaction and Continued Participation Intention
DOI:
https://doi.org/10.36555/almana.v10i2.3061Keywords:
Continued Participation Intention, Experiential Motivation, Participants’ Satisfaction, Religious Orientation, SportainmentAbstract
The sportainment phenomenon has transformed sport participation into an experience-oriented activity, especially in running events that integrate athletics, entertainment, community engagement, and lifestyle elements. The purpose of this study is to investigate the effect of experiential motivation on participant satisfaction and the effect of participant satisfaction on the intention to continue run-sportainment. This study aims to investigate the effect of religious orientation on the relationship between experiential motivation and participant satisfaction in a Muslim society. In this quantitative methodology, a cross-sectional survey was conducted with participants who had participated in at least one run-sportainment event in Bandung in the last 12 months. Data were collected by questionnaire and analyzed by partial least squares structural equation modeling. The results indicate that experiential motivation increases participant satisfaction. This means that good event assessments are promoted by immersive, engaging, pleasurable, and memorable experiences. Participants’ satisfaction encourages the desire to remain involved, which indicates that satisfied participants are more likely to re-engage, recommend similar events, and engage in future sportainment endeavors. However, religious orientation does not affect the relationship between experience motivation and participant satisfaction. These findings emphasize the necessity of creating impactful and engaging sportainment experiences to maintain participant engagement.
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