The mediating effect of destination image on the relationship between spectator satisfaction and behavioral intentions at an international sporting event
Kim, Suk-Kyu Park, Jae-Ahm Kim, Wonyoung
Kim, Suk-Kyu
Park, Jae-Ahm
Kim, Wonyoung
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2016-03-03
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Article
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Keywords
Destination image,Satisfaction,Intention,Sporting event,Formula one
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Citation
Kim, Suk-Kyu; Park, Jae-Ahm; Kim, Wonyoung. 2016. The mediating effect of destination image on the relationship between spectator satisfaction and behavioral intentions at an international sporting event. Asia Pacific Journal of Tourism Research, vol. 21:no. 3:pp 273-292
Abstract
Although many previous studies have examined the effect of sporting events on destination image, relatively a limited number of studies have examined the effect of destination image on sporting events. Therefore, this study attempted to identify the mediating effect of destination image on the relationship between spectator satisfaction and behavioral intentions, including word-of-mouth (WOM) and revisit intentions, at an international sporting event, the Formula 1 Chinese Grand Prix (F-1). The results indicated that the effects of spectator satisfaction on WOM and repurchase intentions were found to be mediated by spectators' reported destination images. Destination image fully mediated the effects of visual features and accessibility satisfaction on both WOM and revisit intentions. In addition, ticket and staff satisfaction had a direct effect only on WOM intentions. In other words, there was no mediating effect of destination image on the relationship between ticket and staff satisfaction and WOM intentions.
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Routledge Journals, Taylor & Francis Group
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Asia Pacific Journal of Tourism Research;v.21:no.3
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1094-1665