| 摘要: | This study investigates the factors influencing participant satisfaction levels and their potential to
participate in road running events in Taiwan. Through a review of relevant literature, this paper explores
the relationship between participant motivation, past experience, destination image, event image,
satisfaction, and intent to participate in Taiwan road running events. A questionnaire was developed for
this quantitative study to examine the relationship between the levels of satisfaction and intentions of race
participants. A total of 2,000 questionnaires were distributed to respondents who had participated in
Taiwan road running events between October 16, 2015, and February 28, 2016, of which 1,556 valid
questionnaires were collected. The data were analyzed using SPSS 17. The results revealed the following:
(1) event participants’ motivation, past experience, destination image, and event image were positively
related to their satisfaction levels and intentions; (2) 56.6% of the variation in race event participants’
satisfaction can be explained by their destination image (48.9%), event image (7.5%), and motivation
(0.2%); and (3) 57.6% of the variation in intent to participate in race events can be explained by
participants’ level of satisfaction (40.8%), past experience (12.7%), motivation (3.3%), destination image
(0.5%), and event image (0.2%). In conclusion, these results increase the understanding of the
relationships between participants’ motivation, past experiences, destination image, event image,
satisfaction, and intent to participate in road running events. The results show that satisfaction,
destination image, event image, and past experiences play a key role in participants’ behavior during
road running events. Organizers and operators of road running events should consider these factors in
assessing participants’ demand for such events, with a view to strengthening special features offered by
an event and being cognizant of the destination image and event imagery offered to participants. This
may allow organizers and operators to optimize the event experience for participants and achieve
differentiation in the road running event market. |
