The effect of destination image, event image, and satisfaction in determining behavioral intention
Koo, Sung Keun
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The purpose of this study was to expand knowledge of sport tourists’ behavioral intention at recurring small-scale event (i.e., marathons) by analyzing several important factors: destination image, event image, and satisfaction. Data were collected from 297 sport tourists (176 from the Mercedes-Benz Marathon Event, 121from the Publix Marathon Event). The results revealed that destination image, event image, and satisfaction positively influenced behavioral intention. The results also indicated that satisfaction partially mediated the relationship between two images (i.e., destination image and event image) and behavioral intention. Lastly, the results supported that previous visit experience only moderated the relationship between destination image and behavioral intention. The theoretical and practical implications of these findings are discussed, and suggestions for future direction are detailed.