THE IMPACT OF URBAN IMAGERY, SPORT TOURISM AND PERCEIVED VALUE TO ROAD RUNNING PARTICIPANTS

Abstract

The purpose of this study is to explore the correlation between the road-running
participants' urban imagery, sports attraction, and perceived value to the revisit
intention. The subjects of this study were the participants of southern Taiwan music
marathon runners, distributed by purposive sampling on May 2019. A total of 400
questionnaires were investigated, total valid questionnaires was 386 (96.5%) after excluding. The data obtained were verified by descriptive statistics, confirmatory
factor analysis and structural equation modeling methods to conduct hypothesis
testing. The results of this study found that urban imagery, sports attraction, and
perceptual value significantly influenced the revisit intention. In addition, the
perceptual value and sports attraction also played an intermediary role between urban
imagery and revisit intention. The conclusion were the historic sites with cultural and
historical meaning along the way is an element that attract road runners to participate
in the event, which helps to positively enhance the participants' experience of value,
and forward to recommend others and the willingness to visit again.