市民マラソンにおける参加者のイベントとディスティネーションイメージが満足度及び行動意図に及ぼす影響 : 因果関係モデル及び調整変数の検討

The purpose of this study was to examine the effects of participants’ event and destination image on satisfaction and behavioral intentions in a city marathon. This investigation further attempted to assess the moderating effects of event experience on the relationship between event image, destination image, satisfaction, and behavioral intentions. Twelve hypotheses were formulated and empirically tested. The data were collected from 231 participants at the Ako city marathon in Japan. Data were analyzed using descriptive statistics, confirmatory factor analysis, structural equation modeling, and two-way ANOVA. The followed results were obtained: (1) Event image had positive impact on destination image and satisfaction; (2) Destination image was highly influenced by satisfaction and behavioral intentions of participants; (3) Satisfaction was an important cause of the participant’s behavioral intentions; (4) There was no significant difference in the moderating effects of event experience between event image, destination image, participants’satisfaction, and their behavioral intentions. The findings suggest that city marathon organizers should build a positive image of the event and it is necessary to sustain that image. Event coordinators should also emphasize the destination image in their management of the sporting occasion.