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The purpose of the present study was to investigate the interrelationships among the dimensions of sport event experience, event satisfaction and event behavioral intentions.

The sample was comprised of 186 individuals who actively participated in a mass participation sport event. Partial least squares-structural equation modeling (PLS-SEM) was employed to test the relationships among the latent constructs.

The results indicated that the dimensions of sport event experience predicted 55% of the variance of event satisfaction and 63% of the variance of event behavioral intentions was predicted by sport event experience dimensions and event satisfaction. Specifically, the sensory, affective and relational dimensions of experience sought to have a statistically significant and positive association with event satisfaction, while event satisfaction and the relational dimension of experience were found to have a statistically significant and positive correlation with event behavioral intentions. In addition, event satisfaction was found to mediate the relationships between sensory, affective and relational experiences and event behavioral intentions.

The present study is one of the first that explores the relationships among sport event experience’s dimensions, event satisfaction and positive behavioral intentions in the context of sport event participation.

The aim of this study is to examine the impact of perceived special event quality on perceived value and behavioural intentions. Specifically, it was proposed that attendees' perceived special event quality has direct and indirect effects on behavioural intentions through the mediating role of social value, economic value and emotional value.

A self-administered, onsite survey was deployed to gather the data to formulate the hypothesised relationships in this study. Data collection also included event-intercepted panel surveys, conducted with actual consumers who attended the Agricultural and Cultural Fair. The surveys were distributed and conducted during the afternoon and early evenings at the event area and exit point of the event. In total, 250 questionnaires were distributed to domestic visitors and 176 respondents completed the survey.

The study found the perceived quality of the special event directly impacted social value, economic value, emotional value and behavioural intentions. The results also indicated that social value and emotional value had significant effects on behavioural intentions. Further, this study found that both social value and emotional value components mediated the relationship between perceived quality of the special event and behavioural intentions. These results confirmed the existence of a perceived-quality-value-behavioural intentions chain.

There are some key limitations including the sample size in this study was relatively small and all the respondents were domestic attendees, providing findings specific to one culture only. In term of implications, the results offer event organisers holistic insights into elements to be adopted as the foundation for special event consumption. It helps event organisers to build upon customer choice behaviour, which can be employed to effectively cultivate more attendees for the special events.

This is the first study that examined the extent to which attendees' perceived quality of a special event influenced their perceived values in Agricultural and Cultural Fair which is a special event held each year in the major city of Khon Kaen in the northeast region in Thailand.

The paper aims to (1) explore the positive and negative sociocultural, economic, and environmental impacts on satisfaction, and behavioral intentions; and (2) examine the changes in relationships among event impacts, satisfaction and behavioral intentions of host city residents before and after a major sporting event.

We used panel data to estimate how resident responses change over time. The data were collected three months before (N before = 266) and three months after (N after = 266) the Nanjing Youth Olympic Games. Data were analyzed by confirmatory factor analysis (CFA), structural equation modeling (SEM) and invariance tests.

A significant relationship exists between negative and positive perceived sociocultural, economic, and environmental impacts, satisfaction and behavioral intentions. In addition, findings suggest that the effect of the sociocultural impacts on satisfaction and of satisfaction on behavioral intentions strengthened after the event. The relationship between positive environmental impacts and satisfaction was reduced across the two points in time. Our results indicate that residents’ assessment regarding the sporting event partially changed over the whole six-month course of the study.

This study differs from most recent research in that it examines the sociocultural, economic, and environmental event impacts in modeling residents’ satisfaction and testing the influence of negative event impacts on residents’ satisfaction and behavioral intentions. The current study contributes to the literature by emphasizing the changes that occur regarding the relationships among event impacts, satisfaction and behavioral intentions across the same respondents over time.

The impact of national culture on tourist behavior has been analyzed in several studies, but none of them focused on its discriminating impact on behavioral intentions during a mega-event. Using Hofstede’s cultural dimensions, this paper aims to explore the influence of national cultural values on tourist behaviors (experience, satisfaction and behavioral intentions) during the America’s Cup World Series (ACWS) in Naples.

The paper presents a quantitative analysis of primary data gathered through a survey of a convenience sample of tourists (n = 612) conducted during the ACWS organized by the City of Naples in April 2013.

The findings confirm that national cultural clusters represent an important driver of behavioral intentions: tourists from different geographic clusters showed different intention to return and intention to recommend by word of mouth, caused by different levels of individualism and uncertainty avoidance.

For destination marketing managers, this study throws light on how the national culture of tourists may influence their experiences and behavioral intentions.

Despite the richness of works on the tourism experience, few studies have investigated the effect of national culture on tourists’ experience, satisfaction and behavioral intentions during and after a sport mega-event.

The primary purpose of this study is to investigate the image transfer and its effects on exhibitors’ behavioral intention. Specifically, the study attempted to examine the effect of mega business event image on destination and country image from exhibitors’ perspective and the effect of mega business event image on exhibitors’ behavioral intention toward the event.

The data for this study were collected through an on-site survey. Based on a sample of 393 respondents, structural equation modeling was used to test the proposed hypotheses.

The results showed that business event image has a stronger effect on country image than on destination image; event image has a significant effect on exhibitor’s behavioral intention toward the event directly and indirectly through the mediating role of country image; and country image has a significant influence on destination image.

The event organizer should improve the exhibitor’s perceptions of the event experience from providing a clear and attractive theme for the target audiences; exhibiting the products with the most cutting-edge technologies and offering various opportunities for forums and promotions; and planning and organizing the event in every detail carefully including the facilities, layout of booths, ambience and other related services.

The study expands the event type to business events, explores the image transfer process between event, destination and country and examines the effects of such image transfer on the exhibitors’ behavioral intention. The results confirm the explanatory power of image transfer theory. Attribution theory and halo effect are viewed as the mechanisms of image transfer.

本研究的主要目的是考察形象迁移及其对参展商行为意向的影响。具体而言, 本研究（1）从参展商视角, 探讨大型商务活动形象对目的地和国家形象的影响; （2）探讨重大商务活动形象对参展商行为意向的影响。

本研究的数据通过现场调查收集, 基于393份问卷, 使用结构方程模型检验研究假设。

研究结果表明：（1）商务活动形象对国家形象的影响比对目的地形象的影响更大; （2）通过国家形象的中介作用, 大型商务活动形象直接或间接地影响了参展商的行为意图; （3）国家形象显著影响目的地形象。

活动组织者应从以下方面改善参展商对活动体验的认识：（1）提供清晰且有吸引力的主题; （2）展示具有最前沿技术的产品, 并提供各种论坛和促销机会; （3）认真, 细致地筹划和组织活动, 包括设施, 摊位布置, 氛围和其他相关服务。

本研究将活动类型延伸至商务活动, 探索活动、目的地和国家之间的形象迁移, 检验形象迁移对参展商行为意向的影响。结果证实了形象迁移理论的解释力。归因理论和晕轮效应是形象迁移的内在机制。

Transferencia de imágenes entre un megaevento empresarial, el destino y el país del alojamiento y sus efectos sobre la predisposición de los expositores hacía el evento

el objetivo principal de este estudio es investigar la transferencia de imágenes y sus efectos sobre la predisposición de los expositores. Específicamente, el estudio intentó examinar (1) el efecto de la imagen de megaevento de negocios en la imagen del destino y del país desde la perspectiva de los expositores y (2) el efecto de la imagen de megaevento de negocios en la predisposición de los expositores hacia el evento.

los datos de este estudio se obtuvieron mediante una encuesta in situ. Sobre la base de una muestra de 393 encuestados, se utilizó el modelo de ecuaciones estructurales para probar las hipótesis propuestas.

los resultados mostraron que: (1) la imagen del megaevento tiene un efecto más fuerte en la imagen del país que en la del destino; (2) la imagen del evento tiene un efecto significativo directo e indirecto sobre la predisposición del expositor hacia el evento a través del papel mediador de la imagen del país; (3) la imagen del país tiene una influencia significativa en la imagen de destino.

el organizador del evento debe mejorar las percepciones del expositor sobre la experiencia del evento (1) proporcionando un tema claro y atractivo para el público objetivo; (2) exhibir los productos con las tecnologías más avanzadas y ofrecer diversas oportunidades para foros y promociones; y (3) planificar y organizar el evento cuidando los detalles, incluyendo las instalaciones, el diseño de las cabinas, el ambiente y otros servicios relacionados.

el estudio amplía el tipo de evento a eventos de negocios, explora el proceso de transferencia de imágenes entre evento, destino y país, y examina los efectos de dicha transferencia de imágenes en la predisposición de los expositors hacía el evento. Los resultados confirman el poder explicativo de la teoría de transferencia de imágenes. La teoría de la atribución y el efecto halo son vistos como los mecanismos de transferencia de imágenes.

This paper aims to examine the event attendance motives and the underlying mechanism through which event attendance motives influence positive word-of-mouth (PWOM) and revisit intentions. It also investigates how event attendance motives differ by gender.

A self-completed survey administered in English among visitors to the 2016 Olympic Games generated 230 valid responses. Partial least squares-based structural equation modeling was applied to test research hypotheses.

Event attendance motives of esthetics and escape positively influence host city evaluation. Host city evaluation positively influences PWOM and revisit intentions. Host city evaluation mediates the relationship between event attendance motives (esthetics and escape) and behavioral intentions (PWOM and revisit intentions). Male Olympic tourists show significantly lower means in the motives of social bond and escape when compared with female Olympic tourists.

This study adds to the body of knowledge concerning Olympic tourists, their motives and behavioral intentions. Research findings indicate that event attendance motives influence PWOM and revisit intentions through the mediating effect of host city evaluation. Considering the noticeable paucity of gender analysis weakens the understanding of the Olympic tourist behavior, this study contributes to the literature by examining gender differences in Olympic attendance motives.

This study constructs the influence mechanism model of sustainable marketing activities (SMAs), event image, commemorative product perceived value and tourists’ behavioral intentions (TBIs) in the sports tourism context of the Beijing Winter Olympic Games. Additionally, the article discusses the role of event image and product perceived value in enhancing the SMAs’ effect on TBIs.

The research analyzed 315 valid questionnaires from tourists in the Chinese market by structural equation modeling.

The results indicate that SMAs positively impact sports tourism event image, tourists’ perceived commemorative product value and TBIs. Meanwhile, event image and product perceived value mediate the SMAs and TBIs relationship.

Considering SMAs as essential for sustainable development, this paper contributes to the strategic management discipline. Additionally, the research expands the analysis of event image and product perceived value in the brand theory and customer behavior research.

The article outlines the principal value of SMAs implementation in enhancing behavioral intentions. It also reveals that a favorable event image and good perceived value can enhance SMAs’ effectiveness toward positively influencing TBIs, especially purchase intentions. It provides a new vision for nonprofit organizations to prioritize SMAs’ implementation in marketing strategies.

It is pioneering work with a complex research framework for SMAs implementation in the sports tourism context.

The purpose of this paper is to propose and examine an integrated model of spectator satisfaction in mass participant sport events.

The Wuhan marathon, held in the middle of China, was selected serve for the study to examine the antecedents and consequences of spectator satisfaction at mass participant sport events. Data were collected from 956 spectators of the event on the day of the race. Structural equation modeling was used to examine the research model proposed by this study.

Structural equation modeling results indicate the following. First, the event image and perceived social impact of the event are important predictive factors of spectator satisfaction. Second, spectator satisfaction is positively associated with behavioral intentions toward the event and the sponsors' product. Third, spectator satisfaction plays a significant mediating role between the antecedents and consequences; specifically, compared to perceived social impacts of the event, event image has greater indirect effects on both event-related behavioral intentions and event sponsors' products.

Until now, there has not been an integrated research study on the sport spectator satisfaction model in the context of mass participant sport events. This paper thus extends the understanding of the spectator satisfaction in the context of mass participant sport events, and the findings provide valuable implications for holding cities and event organizers of mass participant sport events in emerging countries.

The purpose of this paper is to measure participants’ sponsorship awareness, and assess a model designed to predict participants’ behavioral intentions toward the sponsors of the Fayetteville Race Series.

The study is based on non-experimental survey research design using path analysis.

Perceived sponsor goodwill had a positive direct effect on participants’ sponsor behavioral intentions, as well as a positive indirect effect partially mediated by sponsor image. Sponsor image and future event participation also had positive direct effects on behavioral intentions. Overall, participants had very positive perceptions of the sponsors’ goodwill and image, and indicated positive future intentions. Participants’ ability to identify event sponsors through aided recall was inconsistent between the two events studied.

The positive outcomes for sponsors observed in this study should make small, regional, participant-based sport events appealing marketing channels, especially for generating goodwill in the community. Further, even small sponsorship spends can have a significant impact on these smaller events, since traditional funding sources continue to be cut.

Existing literature on sponsorship of participant sport-based events has generally focused on large events (i.e. marathons that draw participants nationally), despite the prevalence of smaller scale, regional events around the world.

This study relied on the Theory of Planned Behavior (TPB) to assess factors that affected event fans’ decisions regarding their intention to attend events by using social network websites. The purpose of this study is to examine the impact of event fans’ attitudes, subjective norms and perceived behavioral control on their intentions to go to events based on social networking sites (SNSs) marketing. In addition, the researchers examined the impact of perceived enjoyment on event fans’ attitudes towards events pages on SNS.

This study used a quantitative research method and used an online survey distributed on Qualtrics and based on the TPB. Populations in the study were followers of events pages on Facebook, Twitter and Instagram. The sample was convenience.

By using the partial least square-structural equation modeling (PLS-SEM), the study found that all the research hypothesis were supported except (H2). While event fans’ attitudes had not a statistically significant impact on their behavioral intentions towards using social media to go to events (H2), perceived enjoyment had a statistically significant impact on event fans’ attitudes towards events pages on SNS (H1). According to the research findings, event fans were influenced by their subjective norms (H3) and perceived behavioral control (H4). These factors significantly influenced event fans’ behavioral intention, which led to their actual behavior (H5).

This study provided evidence supporting that subjective norms and perceived behavioral control were effective in forming intention towards events page, which in turn affected actual behavior, while perceived enjoyment was effective in forming events fan attitudes towards events’ social media pages. This may indicate a need for positive images of the events depicted through social media. In addition, when using social media as a marketing medium for events, event marketers and organizers should understand how other important people’s opinions and perceptions affect the intention and behavior formation. This implies the need to stress the social acceptance of the events, and use family ties, family and other social-units elements of events.

This study provided statistical evidence supporting the applicability of the TPB within the context of event marketing and using social media. This implies a better understanding of the rational decision-making process, along with the social factors affecting the process of forming behavioral intentions and intentions. Furthermore, perceived enjoyment was incorporated within the model. Perceived enjoyment was effective in forming positive attitudes towards events’ social media pages. This highlights the need to provide information and contents in an enjoyable and user-friendly way.

The value of this study is derived from its aim to highlight the importance of social media as an effective marketing tool for events. Moreover, this study sought to contribute to the literature on social media by exploring how social media affected event attendees’ behavior and attitudes and by gauging the impact of social media on the event industry.

本论文以计划行为理论为基础, 旨在评估通过社交网站来影响会展顾客参会意愿的各项因素。本论文基于社交网络营销, 检验其会展顾客态度、主观规范、以及感知行为控制等对于顾客参会意愿的影响因素。此外, 本论文研究人员还检验感知享受如何影响会展顾客对社交网络上会展主页的态度。

本论文采用定量研究方法, 借用在线问卷采样方式, Qualtrics 作为问卷发放平台, 以计划行为理论为基础。本论文的研究人群是在 Facebook、Twitter、和 Instagram 上会展主页的粉丝顾客。本论文采用便捷采样方式。

本论文采用偏最小二乘回归方程（PLS-SEM）统计方法检验研究假设, 并发现, 除 H2 外其他假设论断均成立。会展顾客对于使用社交媒体的态度并未显著影响其参会意愿（H2）, 然而, 感知享受对于会展顾客粉丝社交网站上会展主页有着显著影响（H1）。研究结果表明, 会展顾客的态度受到主观规范（H3）和感知行为控制（H4）的影响。这些因素均显著影响了会展顾客的参会意愿, 最终导致实际参会行为（H5）。

本论文采用实际测量数据以应用计划行为理论在会展营销和社交媒体的研究。此外, 本论文测试了三种不同社交媒体：Facebook、Twitter、和 Instagram 的粉丝用户。其研究结果证实了本论文采用的理论框架对于不同领域和社交媒体背景下的有效性。

本论文用数据证实了主观规范和感知行为控制对会展粉丝参会意愿有着显著影响, 其最终导致真正参会行为。本论文还证实了感知享受显著影响了顾客粉丝会展社交主页的态度。其研究结果表明会展企业有必要在社交媒体上树立积极的会展形象。此外, 会展营销人员和组织者在使用社交媒体作为营销手段的时候, 应该认识到其他人的意见和感知对于参会人员的意愿和行为产生影响。

本论文的研究价值主要是其强调社交媒体作为会展有效营销手段的重要性。此外, 本论文还探索了社交媒体如何影响参会人员的行为和态度, 以及社交媒体对于整个会展行业的影响, 这将对社交媒体有关的研究有着积极的贡献。

关键词偏最小二乘, 社交媒体, 社交媒体营销, 社交媒体参与, 事件营销, 计划行为理论