Sports Tourism Attributes and Behavioral Intention of Tourists in Qiannan Region: Basis of an Action Plan Towards Enhanced Sports Tourism Experience

Sports tourism, including travel to attend or watch sporting events, is becoming a larger segment of the world’s tourism industry. The study aims to examine the relationship between sports tourism event attributes and intention to revisit tourists in the Qiannan Region,Guizhou Province. Specifically, describe the demographic and psychographic profiles, assess sports tourism attributes, determine behavioral intentions, test significant differences in responses, test relationships between attributes and intentions, and propose an action plan. This study used purposive sampling where all respondents should have purchased tickets to sporting events within the twelve months prior to their participation as respondents. Meanwhile, Raosoft’s sample size calculator was used as a tool for determining how many respondents should be targeted for statistically significant results. Google Forms and face-to-face distribution of questionnaires were used to collect data for the study. A descriptive correlational design was used in this study. The results highlight the interrelationships between variables and their collective impact on building tourist loyalty.