Abstract
Although several studies have demonstrated a significant influence of destination image on behavioral intention of sport event participants, the comprehensive assessment of participant-based brand equity for a destination (PBBED) in the context of sport events participation has been limited. The purpose of this study was to examine the influence of event satisfaction on destination awareness, destination image, and destination loyalty using the concept of PBBED. In this study, destination image was divided into four factors : (1) infrastructure, (2) attraction, (3) value, and (4) enjoyment. The data were collected from 282 runners who participated in the fun run, 5 km, or half-marathon events at the Ako city marathon in Hyogo, Japan. Data were analyzed using descriptive statistics, confirmatory factor analysis, and structural equation modeling. Findings from the study offered three main theoretical contributions. First, event satisfaction directly influenced destination awareness. Second, destination awareness had positive effects on infrastructure, attraction, value, and enjoyment of destination image. Finally, enjoyment of destination image was an important determinant of destination loyalty. These findings suggest that event organizers should provide interactive tourism activities before, during, and after the sporting events to enhance destination loyalty. This study extends the literature on PBBED by providing a unique conceptual framework for sporting events.
