Analysis of factors affecting the behavioral tendencies of tourists to the destination in visiting the equestrian event in Gonbad Kavous

Document Type : Research Paper

Authors

1 Assistant Professor, Department of Sport Management, Payame Noor University, Iran

2 Lecturer, Department of Management and Accounting, Gonbad Kavous Branch, Islamic Azad University, Gonbad Kavous, Iran

10.34785/J018.2021.974

Abstract

Today, sports tourism, especially sports events, is associated with the souls of tourists. As tourists seek excitement, stress relief, and relaxation from their daily routine, attending and experiencing sporting events is one of the factors influencing tourists' behavioral tendencies when choosing a destination. Therefore, the present study investigates the factors affecting the behavioral tendencies of tourists to the destination in visiting the equestrian event to the destination. This research is of descriptive-correlation type. 400 people were selected as a simple statistical sample from the tourists present at the Gonbad Kavous equestrian sporting event in the fall of 1398. Data from this study were collected through a questionnaire. Content validity (CVR and CVI) of the questionnaire was qualitatively assessed by 10 experts, its construct validity was assessed as convergent and divergent validity and the reliability of the questionnaire was assessed using Cronbach's alpha correlation coefficient and combined reliability. Data analysis was performed by structural equation based on variance using Smart PLS software. The results of the study indicate that the behavioral tendencies of tourists to the destination have a direct effect on the satisfaction and mental image obtained from the event, respectively, and indirectly on the experience, quality of services and perceived value of the event. This means that by improving the quality of services, perceived value and desirable experience in sporting events, can improve the image and satisfaction of tourists and ultimately develop the behavioral tendencies of tourists to the destination.

Keywords

References

References
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Consumer Behavior Studies Journal
Volume 8, Issue 3
November 2021
Pages 79-99

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