The Relationships between Intangible Service Quality, Sports Tourism Brand, and Behavioral Intention: A Case of Bowling Competition in the Asia·Pacific Masters Games

The purpose of this study was to examine the relationships between intangible service quality, sports tourism brand, and behavioral intention in the Asia Pacific Masters Games. The study surveyed 264 participants (e.g., athletes of the club, family, officials, and staff) in a bowling competition. SPSS 28.0 was performed to test frequency analyses, factor analyses, reliability analyses, correlation analyses, and regression analyses. The results of this study are: (1) Intangible service quality influenced sports tourism brand. In particular, empathy for the intangible service quality subfactor influenced sports tourism brand. (2) Intangible service quality influenced behavioral intention. Particularly, empathy for the intangible service quality subfactor influenced behavioral intention. These results will make both scientific and practical contributions.