The development of the sports tourism behavioural intention model in Guizhou China

Xuexin, Liu

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Type :	Thesis
Subject :	GV Recreation Leisure
Main Author :	Xuexin, Liu
Additional Authors :	Jaffry Zakaria
Title :	The development of the sports tourism behavioural intention model in Guizhou China
Hits :	5

Place of Production :	Tanjong Malim
Publisher :	Fakulti Sains Sukan dan Kejurulatihan
Year of Publication :	2025
Corporate Name :	Perpustakaan Tuanku Bainun
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Abstract : Perpustakaan Tuanku Bainun

This study aims to develop a sports tourism behavioral intention model (STBIM) for Guizhou Province, China, by integrating the event-quality model (EQM) and the quality-loyalty model (QLM) with the theory of planned behavior (TPB) to examine tourists' behavioral intentions and loyalty in sports tourism. The STBIM offers a robust framework for understanding how event quality significantly influences tourists' revisit intentions and loyalty. Furthermore, it serves as a reference for local governments to implement effective strategies for attracting domestic and international tourists to sports tourism destinations. Using convenience and snowball sampling methods, we collected data from 350 domestic tourists who participated in the inaugural Guizhou 'Beautiful Village' Basketball League and the 2023 Guiyang Marathon. The data were analyzed using EFA and CFA, with measurement and structural models evaluated through SEM. The results demonstrate that the Chisquare/ df=1.643, RMSEA=0.047, CFI > 0.9, GFI > 0.9, and the p-value is statistically significant, indicating that the STBIM shows a good fit. Additionally, subjective norms (H1: _=0.343, p < 0.05), attitudes (H2: _=0.427, p < 0.05), and event quality (H5: _=0.373, p < 0.05) have significant and positive direct effects on revisit intention. Attitudes (H4: _ = 0.106, p < 0.05) and event quality (H6: _= 0.77, p < 0.05) also have significant direct effects on loyalty. However, subjective norms (H3: _=0.079, p > 0.05) and revisit intention (H7: _=0.079, p > 0.05) do not significantly affect loyalty, nor does revisit intention serve as a key mediating factor between attitude, subjective norms, and event quality. This study suggests that local governments should adopt sustainable tourism development strategies and provide personalized event quality for sports tourism, thereby attracting more tourists to visit Guizhou.

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