Examining the Relationship among Destination Image for Sport Events, Place Attachment, and Behavioral Intentions of Active Sport Tourist – Empirical Analysis of New Taipei City Wan Jin Shi Marathon

• Main Authors: HUANG, CHENG-HUNG, 黃政紘
• Other Authors: SU, WEI-SAN
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/8hbuwk

博士 === 國立雲林科技大學 === 會計系 === 106 === An increasing number of tourists are participating in competitive sports, assessing the destination attributes and local culture as well as enhancing considerable power to destination competitiveness of tourism, Small-scale recurring sport events plays a prominent role in the tourism destination. This study used a measurement tool that incorporated event image and destination image to examine their relationship among place attachment and behavioral intentions of active sport tourists. Also clarified the order relationships forms of the internal dimensions of place attachment. Research instrument was developed by using literature review, item analysis of pilot study. On March 18, 2018, questionnaires were distributed at the New Taipei City Wan Jin Shi Marathon. This study issued altogether 500 questionnaires, there were 472 valid questionnaires. Descriptive statistics were analyzed using SPSS 19.0 and analyzed using confirmatory factor analysis (CFA) and structural equation modeling by the maximum likelihood estimation to examine the structural relationships through Amos 19.0. Analytical results indicated that quality of tourism experience, destination atmosphere, and event characteristics positively and significantly affected place dependence. Attractions positively and significantly affected place identity. destination atmosphere, and event characteristics positively and significantly affected behavioral intentions. Place dependence and place identity dimension positively and significantly behavioral intentions. It is also found that place dependence and place identity were sequential . place dependence positively and significantly affected place identity. This study discussed the effects of sports events and destination travel behavior, fully applying the concept of place attachment and destination image for sport events to the tourism market for sports event destinations. This provides destination marketing agents with key suggestions for related decision making.