ATTEND INTENTION OF MOTORSPORT EVENTS IN INDONESIA: THE INFLUENCE OF EVENT IMAGE, PERCEIVED PRICE, AND FEAR OF MISSING OUT (FOMO)

Abstract

Purpose This research aims to investigate the underlying variables affecting spectator’s intention to attend motorsport events in Indonesia. Design/methodology/approach Using purposive sampling method, the survey contained 19 item statements and is distributed to 139 millennials and Z generations in Indonesia who are interested in motorsport events. By developing a regression model, the researcher examined the extent of influence that event image, perceived price, and fear of missing out (FOMO) have towards attend intention. Findings This study discovered that event image and FOMO has a positive and significant influence towards attend intention. Perceived price was found to have a positive but insignificant impact on attend intention, although it still has a simultaneous influence when combined with event image and FOMO. The findings of this study encourages stakeholders of motorsport events to employ positive image of the events and take advantage of trends to create FOMO in order to enhance spectator’s intention to attend the events. Originality/value Despite extensive research in the tourism industry in Indonesia, to the knowledge of the researcher, this study is the first paper researching motorsport events in Indonesia with the proposed framework.