THE CAUSAL MODEL OF THE INFLUENCE OF INTERNATIONAL MARATHON EVENT SERVICE QUALITY, PERCEIVED EVENT VALUE TOWARD ACTIVE SPORT TOURISTS' LOYALTY UNDER MEDIATING EFFECTS OF SATISFACTION

Abstract

The purposes of this current study were to test the goodness of model fit of the structural equation modelling of event service quality, perceived event value, event satisfaction, and event loyalty among runners participating in the Khon Kaen International Marathon and examine directs and indirect effects between the constructs included in the structural equation model. Quantitative method research was adopted, and questionnaire served as a research instrument to collect the data from 571 marathon runners joining in the Khon Kaen International Marathon by purposive random sampling. The data were statistically analyzed through SPSS program and Amos program with structural equation modeling to perform data analysis. The results revealed the hypothesized structural model fit the empirical data perfectly indicated the following goodness of model fit indices: Chi-square = 18.066, df = 13, p-value = 0.155, Chi-square/df = 1.390, CFI = 0.998, GFI = 0.994, AGFI = 0.974, RMSEA = 0.026, RMR = 0.006. In terms of direct and indirect effects, event service quality was found to have direct effects on perceived event value and event satisfaction. Moreover, perceived event value directly influenced event satisfaction and event loyalty. Besides, it was also found that event satisfaction had a direct positive effect on event loyalty. While the results showed that event service quality did not exert a direct influence on event loyalty, it had an indirect effect on event loyalty through the mediating role of event satisfaction.

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