Current Issue

A STUDY ON SPORTS ORGANIZATIONS AND CONSUMER BEHAVIOR

Lin, Ping-I 

Department of Recreation & Sport Management, Shu-Te University, Kaohsiung, Taiwan 

Lin, Cheng-Sheng*

Department of Agricultural Technology, National Formosa University, Yunlin, Taiwan

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

Shyu, Chin-Shyang 

Department of Recreation & Sport Management, Shu-Te University, Kaohsiung, Taiwan

Abstract

This study utilizes multilevel structural equation modeling to investigate the satisfaction and loyalty of participants in the Shu Kang Leisure Sports Association's Rice Heaven Tianzhong Marathon in Taiwan, and their intention to revisit the marathon event as sports tourism. The study aims to understand the preferences of marathon teams (groups) and individuals regarding the facilities and functions provided to marathon participants. The sample data of this study included 56 groups and 1,358 individuals. The empirical results revealed that the main influencing factors of participant satisfaction and loyalty differ between the overall level and the individual level. This indicates that there are differences in sports preferences between marathon teams and individuals, which indirectly affects their willingness to revisit the event.

Key words: Taiwan's Rice Heaven Tianzhong Marathon, satisfaction , loyalty, revisit intention