Golf event sports tourists: Behavioral intentions and preceptions of service quality, value, satisfaction, and image

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Title: Golf event sports tourists: Behavioral intentions and preceptions of service quality, value, satisfaction, and image
Author: Huang, Hsing-ling
Abstract: The purpose of this study was to investigate the relationships that exist between service quality , satisfaction , value and how they impact sporting event image and sponsors‟ corporate brand image in relation to behavioral intentions toward the sporting event and sponsors . Structural equation modeling techniques were applied to data collected from 518 sport tourists in a professional golf event . Confirmatory factor analysis indicated that the CFA measurement model was a good fit (CFI = .968 , TLI = .961 , RMSEA = .054 , SRMR = .040 ) . The structural model was a good fit (CFI = .968 , TLI = .961 , RMSEA = .054 , SRMR = .040 ) . It was found that there were significant relationships between the variables except for six parameters . The six statistically insignificant parameters were the effects of perceived value and service quality on behavioral intentions toward the sporting event , satisfaction and service quality on behavioral intentions toward the sponsoring corporations , perceived value on sporting event image , and satisfaction on corporate brand image . Moreover , the findings indicated that sporting event image and satisfaction had a significant influence on behavioral intentions toward the sporting event . Corporate brand image and perceived value had a significant effect on behavioral intentions toward the sponsoring corporations . Service quality and satisfaction had a significant influence on sporting event image . Service quality , perceived value and sporting event image had a significant influence on corporate brand image . Service quality and perceived value had influence on satisfaction . Service quality is highly predictive of perceived value . The results imply that high quality service created tourist value and satisfaction , thus resulting in favorable image , and ultimately leading to positive behavioral intentions toward the event and sponsors . The importance of service evaluations of a sporting event should be recognized by both event organizers and sports sponsors . The study provides an overall approach of service evaluations in the sport tourism context . It is believed that the model of the current study could be meaningful in prediction of sport tourists‟ behavioral intentions toward the sporting event and sponsoring corporations . Therefore , the comprehensive model of this study contributes to providing a theoretical frame of reference for future studies .
URI: http : / /hdl .handle .net /2346 /45264
Date: 2011-12

Citation

Golf event sports tourists: Behavioral intentions and preceptions of service quality, value, satisfaction, and image. Doctoral dissertation, Texas Tech University. Available electronically from http : / /hdl .handle .net /2346 /45264 .

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