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Extended model of sport spectator goal-directed behavior: The role of event prestige in non-major sport events

Chiu, W, Won, D and Kim, S (2019) Extended model of sport spectator goal-directed behavior: The role of event prestige in non-major sport events. Event Management: an international journal, 23 (1). ISSN 1525-9951

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Abstract

Although the importance of destinations' image has been explored in the extant literature, little is known about the influence of event prestige on spectators' intention to attend recurring sport events, especially in the case of nonmajor international events. Given the situation, the current study incorporated spectators' perception of event prestige on the basis of the Model of Goal-directed Behavior (MGB) as a research framework to investigate their behavioral intention to attend nonmajor sport events. An on-site survey was conducted for spectators (N = 371) who attended the 2016 William Jones Cup Tournament held in Taipei, Taiwan. The results revealed that attitude, subjective norm, positive anticipated emotion, negative anticipated emotion, and perceived behavioral control played significant roles in influencing spectators' desire to attend sport events. Moreover, event prestige and desire have significant influences on spectators' intention. Theoretical and practical implications of the study results were discussed.

Item Type: Article
Uncontrolled Keywords: 1506 Tourism
Subjects: G Geography. Anthropology. Recreation > GV Recreation Leisure > GV561 Sports
Divisions: Education
Publisher: Cognizant Communication Corporation
Date Deposited: 06 Feb 2020 11:39
Last Modified: 06 Feb 2020 11:45
DOI or Identification number: 10.3727/152599518X15378845225393
URI: http://researchonline.ljmu.ac.uk/id/eprint/12207

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