Role of patriotism in explaining event attendance intention and media consumption intention: the case of Rio 2016

Abstract

This study investigates the role of patriotism in explaining event attendance intention and media consumption intention for mega-sporting events. With Rio 2016 as the context, this study utilizes the model of goal-directed behavior as an underlying mechanism to explain the role of patriotism and two different intentions in the context of mega-sporting events. Results confirm that patriotism does not influence one's desire and intention to attend the event physically, but it directly influences one's intention to watch the game through media platforms. The International Olympic Committee and media companies need to strengthen patriotism to increase viewership during the event.