Exploring casual factors of active sport tourists affecting the revisit intentions to sport event participation in Thailand

Abstract

Sport event is a main driver that generate large proportion of income of sport tourism industry which is a growing sector of global tourism industry. However, it remains relatively untapped research in Thailand. Triathlon event is chosen as a case study for this research as it is becoming very popular in Thailand, yet there is no research being done. The scope of the study has been defined by the following research objectives (1) To access the level of Thai triathletes’ perceptions towards the sport event elements, destination attributes, event service quality, satisfaction and behavioural intention to revisit the sport events in Thailand, (2) To investigate the components of the sport event elements, destination attributes, and event service quality of the sport events organized for Thai triathletes, and (3) To examine the effects of sport event elements, destination attributes, event service quality, and satisfaction on behavioural intention to revisit of Thai triathletes to the sport events held in Thailand.

Derived from the review of related studies of relevant theories and literatures, a questionnaire was built and distributed in online channel. 371 sets of questionnaire from Thai active sport tourists who have attended triathlon events in Thailand were analysed. The responses were then analysed with descriptive and inferential methods including exploratory factor analysis (EFA), confirmatory factor analysis (CFA), and structural equation modelling (SEM). The descriptive analysis demonstrated a good level of Thai triathletes’ perceptions towards sport event elements, and destination attributes, furthermore, a very good level of Thai triathletes’ perceptions towards event service quality, satisfaction and behavioural intention to revisit are verified. The structural model developed from the analysis was confirmed by good model fit indices: P-value=0.089, χ2/df=1.215, GFI=0.967, AGFI=0.954, CFI=0.993, RMSEA=0.024, RMR=0.018. Sport event element and destination attribute detected no direct relationships towards satisfaction and revisit intention whereas event service quality posed direct relationships towards satisfaction and revisit intention. However, sport event element, destination attribute, and event service quality all indirectly influence on revisit intention mediated by tourist satisfaction.