The Influences of Motivations, Past Experiences Destination Image, Event Image, Satisfaction and Intentions on Participation in Taiwan Road Running Events

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Title:	The Influences of Motivations, Past Experiences Destination Image, Event Image, Satisfaction and Intentions on Participation in Taiwan Road Running Events
Authors:	Wu, Ming-Hsien;Liu, Chao-Chin
Keywords:	motivation;past experiences;destination image;event image;satisfaction;intention
Date:	2017-11-08
Issue Date:	2017-11-10T02:25:23Z (UTC)
Abstract:	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.
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