Can event service quality predict memorable tourism experience in a participatory recurring sport event? The case of Oceanman International

This study contributes to the literature on memorable tourism experience in the context of a recurring franchised participatory sport event. It tests the influence of event quality factors (Shonk & Chelladurai, 2008) on the dimensions of the memorable tourism experience (MTE) model and word-of-mouth communications, in a case study of the Oceanman open water swimming series. Empirical data were collected from swimmers, across ten events in different countries, with a total sample of eight hundred and seventy-eight. The analysis showed that MTEs significantly predicted word-of-mouth communications supporting our hypothesis that service quality is one of MTE antecedents. Six of the seven MTE dimensions were significantly predicted by the four service quality dimensions, with the hedonic and local culture having had the highest predictions. The study has theoretical value for further modelling participants’ decision-making for repeated behaviour and applied value for identifying critical event attributes which should be properly planned.