EXAMINING HOW PLACE DEPENDENCE AND PLACE IDENTITY AFFECT BEHAVIORAL INTENTION OF MARATHON TOURISTS IN TAIWAN

Wei-San Su

Graduate School of Leisure and Exercise Studies, 

National Yunlin University of Science and Technology, Taiwan, R.O.C.

*Chao-Chun Hsu

Department and Graduate Institute of Accounting, 

National Yunlin University of Science and Technology, Taiwan, R.O.C.

*Corresponding author: This email address is being protected from spambots. You need JavaScript enabled to view it.

Abstract

The purpose of this study was to investigate the effects of place attachment on behavioral intention for participatory-sport tourists and the role played by the mediator of place identity. In recent years, the benefits generated by small-scale sports events have gained attentions in many countries. By means of the active surveying method and convenience sampling, 500 surveys were distributed at each of two major sporting events in Taiwan: theNew Taipei City Wan Jin Shi Marathon and the Taiwan’s Rice Heaven-Tianzhong Marathon; 458 (92%) and 433 (87%) valid surveys were respectively collected. The results were found for small-scale marathon tourists: place dependence directly and significantly affected place identity, place identity directly and significantly affected behavioral intention, place dependence directly and significantly affected behavioral intention, and place dependence affected behavioral intention through the mediator of place identity. The results of the study was expected to provide to the government, event organizers, and related agencies as a reference.

Keywords: participatory-sport tourists; small-scale sports events; place dependence; place identity; behavioral intention

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