スポーツイベントの開催が観戦者の行動意図に及ぼす影響

イベントにおける快感情、イメージフィット、都市イメージに着目して

抄録

This study (1) verified the effect of positive affect in the event on the fit (between host city image and sporting event), host city image, and spectators' behavioral intention (2) verified the effect of fit and host city image on behavioral intention, and (3) confirmed the validity and reliability of the host city image scale and predicted behavioral intention based on each city's image. Questionnaires from 267 people living outside the host area were collected at the 2015 Tour de France Saitama Criterium. The results from structural equation modeling indicated that positive affect in the event was an antecedent variable to fit and behavioral intention, fit influenced host city image and behavioral intention, and city image also influenced behavioral intention. A city image scale comprised of 6 factors and 21 items, with reliability and validity, and city image of “Sport” and “Sightseeing/Leisure” predicted behavioral intention through a multiple regression analysis.