Verification of the Impact of Sports Event Service Quality and Host Destination Image on Sports Tourists’ Behavioral Intentions Through Meta-Analytic Structural Equation Modeling

Abstract

Given that participating in or spectating sports events plays a vital role in enhancing individuals’ mental health, understanding the key factors that promote continued participation and attendance in sports events is of significant theoretical and practical importance within the context of sports tourism. From this perspective, the service quality of sports events and the image of the host destination have been identified as major determinants of sustained engagement among sports tourists. However, a review of the literature reveals that findings on the influence of sports event service quality and host destination image on the behavioral intentions of sports tourists have been inconsistent. Therefore, the purpose of this study is to employ a meta-analytic structural equation modeling (MASEM) approach to synthesize data from 39 independent studies comprising 16,335 participants, which were collected up to 30 September 2024, thereby providing generalizable conclusions. The results indicate that, first, host destination image is the most critical factor in enhancing visitor satisfaction. Additionally, the service quality of sports events significantly influences visitor satisfaction, which in turn impacts their future behavioral intentions. Second, tourist satisfaction fully mediates the relationship between event service quality and behavioral intentions, and it partially mediates the relationship between host destination image and behavioral intentions. Third, under the moderating effect of event scale (small scale vs. mega scale), host destination image and physical environment quality are more important in small-scale sports events than in mega-scale sports events. Furthermore, under the moderating effect of cultural context (Eastern vs. Western), service quality dimensions are more influential in Western cultural settings, whereas host destination image is more important in Eastern cultural settings. The significance of this study lies in its integration of previously disparate findings into a unified model, offering a more comprehensive understanding of the relationships among the variables. The results provide broad implications for future academic research and practical insights for sports tourism practitioners.