Moderating effects of recreation specialization on the qualityvalue-loyalty chain: a case of the Taroko Gorge Marathon

• 영문명: Moderating effects of recreation specialization on the qualityvalue-loyalty chain: a case of the Taroko Gorge Marathon
• 발행기관: 한국관광학회
• 저자명: Sung Hee Park Chi-Ming Hsieh Joseph C. Miller
• 간행물 정보: 『International Journal of Tourism Science』Vol.18 No.1, 29~42쪽, 전체 14쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2018.02.28

영문 초록

This study tests an integrated quality-value-loyalty model concerning a range of causal relationships of sports event service quality and perceived value on runners’ loyalty, including the moderating effects of recreational specialization on the quality-value-loyalty chain. Selfadministered data were collected using convenience sampling from a total of 1045 participants in the Tarako Gorge Marathon - one of the premier international sporting events, held in Taiwan’s Taroko National Park. The results identified significant positive roles played in the chain, indicating that runners’ loyalty to the Marathon focuses primarily on event service quality and perceived value. The moderating effects of recreation specialization (full-marathon and half-marathon groups) on the quality-value-loyalty chain were partially significant. Managerial implications and recommendations of the findings were discussed.

목차

Introduction

Literature review

Method

Results

Conclusion and discussion

Disclosure statement

References

키워드

Quality-value-loyalty chain recreation specialization moderating Effects Taroko Gorge Marathon