Chung, Kyu-soo; Ryu, Dong Soo; Green, B. Christine; … - In: International Journal of Sports Marketing and Sponsorship 16 (2015) 5, pp. 36-55
This study measures the effect of each of the five senses on arousal, satisfaction and intention to revisit a live racing event. Spectators' arousal was significantly influenced by sights, sounds and smells. Spectators' sense of smell, taste, and touch directly impacted satisfaction....
