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Research Conducted by GW School of Business Students at 2008 Beijing Olympics Reveals Consumer Behavior of Game Spectators
Spectator Feedback Shared with International Olympic Committee
February 19, 2010
WASHINGTON –The George Washington University School of Business (GWSB) recently completed a report detailing consumer behavior of spectators at the 2008 Beijing Olympic Games. The results were collected by GWSB students who attended the Games, as part of a class taught by Lisa Delpy Neirotti, associate professor of tourism and sport management, titled, “Behind the Scenes at the 2008 Summer Olympic Games." The survey results on spectator feedback are provided to the International Olympic Committee (IOC).
Two surveys, “Olympic Spectator Motivation and Satisfaction Survey” and “Olympic Economic Impact Study,” have been conducted since the 1992 Olympic Games in Barcelona. For each survey, GW students collected data from over 500 spectators who traveled 50 plus miles to attend the Games. The results were as follows for those who were interviewed:
• Over 75 percent of spectators felt that Beijing was the appropriate host for the Games.
• Over 75 percent of spectators felt that the air quality was what they expected or better.
• About 10 percent of spectators knew someone who did not attend the Games for political reasons.
• An average of $934 was spent per day by spectators attending the Games (includes hotel accommodations, local transportation, entertainment, tickets and miscellaneous costs).
• Sixty seven percent of spectators said the Beijing Games were the first Games they attended.
“Conducting these surveys provides an engaging learning experience for students,” said Dr. Delpy Neirotti. “Interviewing spectators gives students the chance to learn more about consumer behavior while interacting with spectators from around the world.”
The Beijing Olympic Spectator Motivation and Satisfaction Survey asked spectators questions about why they attended the Games, how they became aware they were taking place and how satisfied they were with the overall experience. The Beijing Olympic Economic Impact Study focused on how much spectators spent at the Games, asking whether they planned to purchase products from corporate sponsors while at the Games, how much they spent on airfare and how much they expected to spend on gifts and souvenirs.
GW's School of Business prepares students for professional management careers. The depth and variety of its academic and professional programs, including five specialized master's programs, provide rich opportunities for students in the school's core Bachelor of Business Administration, Master of Business Administration and doctoral programs. GW's undergraduate- and graduate-level international business programs rank among the world's best.
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