Structural Relationship between the Factors of Viewing Sports Events held in the Local Community, Local Image, and Intention to Revisit

This study was conducted to identify the structural relationship between the viewing factors and local images and revisit the intention of sports events held in the community, predicting the ripple effect of hosting sports events in the community and providing basic data necessary to establish marketing strategies for continuous visitors.To this end, a survey was conducted on 500 visitors at a sports event held in Taebaek-si, Gangwon-do, between May and July.Among them, 485 questionnaires were used for the final analysis.As a result, First, it was found that among the viewing factors of sports events held in the local community, the stadium factor and the game situation factor had a positive effect on the local image, and the cost factor and the promotion factor did not.Second, it was found that among the viewing factors of sports events held in the local community, the stadium factor and the game situation factor had a positive effect on the intention to revisit, and the cost factor and the promotion factor did not.Third, it was found that the local image perceived by visitors to sports events had a positive effect on the intention to revisit.It was confirmed that attracting sports events in the community could have a ripple effect of enhancing the image of the community and continuing sports tourism.