The Interrelationship among Perception of Event Quality, Perceived Value, Event Image, Satisfaction and Revisit Intentions of Road Runners in Taiwan
Abstract
This study examined the interrelationships between perceived event quality, perceived value, event image, satisfaction, and revisit intentions among road race participants in Taiwan. The data collection involved 641 valid questionnaires from participants across nine road race events held during 2017-2018. Structural equation modeling analysis yielded three key findings. First, the theoretical model demonstrated satisfactory overall explanatory power. Second, event satisfaction and perceived value significantly and positively influenced revisit intentions. The analysis revealed the direct effects of event quality, event image, and perceived value on event satisfaction. In contrast, event quality and event image directly influenced perceived value, and event quality directly affected event image. Third, the model explained 63% of the variance in event image, 72% in perceived value, 70% in satisfaction, and 59% in revisit intention. The findings highlight the critical roles of perceived event quality, event image, perceived value, and satisfaction in predicting road race participants' revisit intentions in Taiwan. These results offer valuable insights for event marketing managers and organizers to enhance event outcomes.
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