연구논문 : 방문객 만족 및 미래 행동의도에 영향을 주는 스포츠 이벤트 속성과 관광지 경쟁력요인 분석

The current study assesses the effects of destination competitiveness factors and the attributes of a sports event on visitor satisfaction and future intentions by analyzing a total of 1,393 respondents who participated in a sports event in the USA. Specifically, two different models are assessed and compared: 1) the effects of destination competitiveness factors on satisfaction with the visit and future intentions of visitors who participated in a sports event and 2) the effects of the attributes of a sports event on satisfaction with the event and future intention of visitors who participated in a sports event. Analysis suggests that in the first model satisfaction with the visit seems to be well predicted by one of the destination competitiveness factors (DCF 3). Future intentions appear to be well predicted by all three destination competitiveness factors and satisfaction with the visit. In the second model, the attributes of the sports event seem to be good predictors of both satisfaction with the event and future intention, which in turn satisfaction with the event can be a strong predictor of future intention. Even if both models are found to be statistically acceptable, the second model seems to be better in the strengths of the relationships and the model fits. Some destination marketing directions are briefly discussed along with future studies.