The Relationships between Sport Spectators’ Experience, Destination Image, Event Image, and Behavioral Intention: The Case of the 18th FINA World Aquatics Championships

Abstract

This study aimed to identify sporting event experience factors and examine the structural relationships among experience, destination image, event image, and behavioral intention using data from sport spectators of the 18th FINA World Aquatic Championships in South Korea. The data were collected using a face-to-face questionnaire-based survey with 329 randomly selected sport spectators aged over 20 years. Factor analysis, reliability, validity, a correlation analysis, and a structural equation modeling analysis were employed utilizing SPSS 22.0 and AMOS 22.0. The results indicate that entertainment, esthetics, and escapism in sporting event experiences enhance destination image and event image. Further, destination image and event image are strong predictors of behavioral intention. The results indicate that local governments and event organizers should provide spectators with a creative sporting event environment with a wide array of potential experiences.