Cognitive factors that lead to inspiration and post-event intention to swim among spectators.

Rationale/purpose: The purpose of this study was to explore the role that event cognitions (aesthetics, evaluation, fantasy, flow, personalities) and inspiration play in generating a demonstration effect for spectators at one elite-level swimming competition, while controlling for spectators having other physical activity preferences, age, and current swimming participation status. Design/methodology/approach: Data were collected from spectators (N = 258) via a questionnaire at one elite swimming competition in Canada. Structural equation modeling was used to analyze the data. Findings: Results indicated that inspiration had a direct association with intentions. Furthermore, inspiration mediated the positive relationships that fantasy and aesthetics had with intentions. All of the significant relationships were able to form notwithstanding the influence of the control variables. Practical Implications: Suggestions to inspire spectators and increase post-event intentions are offered, including a focus on stimulating spectators to fantasize they are part of the action and highlighting the aesthetics of the sport. Research Contribution: Although previous research has indicated that non-swimmers or those who prefer other physical activities are less likely to participate in the sport post-event, results suggest that those conditions might not have an effect on the formation of inspiration.