市民マラソンにおけるイベント満足度がディスティネーションの認知, イメージ, 及びロイヤルティに与える影響 : 参加者視点のディスティネーションブランドエクイティの構築

DOI Web Site 参考文献38件

書誌事項

タイトル別名
  • The Influence of Event Satisfaction on Destination Awareness, Image, and Loyalty in a City Marathon : Construction of Participant-based Brand Equity for a Destination

抄録

  Although several studies have demonstrated a significant influence of destination image on behavioral intention of sport event participants, the comprehensive assessment of participant-based brand equity for a destination (PBBED) in the context of sport events participation has been limited. The purpose of this study was to examine the influence of event satisfaction on destination awareness, destination image, and destination loyalty using the concept of PBBED. In this study, destination image was divided into four factors : (1) infrastructure, (2) attraction, (3) value, and (4) enjoyment. The data were collected from 282 runners who participated in the fun run, 5 km, or half-marathon events at the Ako city marathon in Hyogo, Japan. Data were analyzed using descriptive statistics, confirmatory factor analysis, and structural equation modeling. Findings from the study offered three main theoretical contributions. First, event satisfaction directly influenced destination awareness. Second, destination awareness had positive effects on infrastructure, attraction, value, and enjoyment of destination image. Finally, enjoyment of destination image was an important determinant of destination loyalty. These findings suggest that event organizers should provide interactive tourism activities before, during, and after the sporting events to enhance destination loyalty. This study extends the literature on PBBED by providing a unique conceptual framework for sporting events.

収録刊行物

参考文献 (38)*注記

もっと見る

キーワード

詳細情報 詳細情報について

問題の指摘

ページトップへ