국제 마라톤 대회의 서비스 품질, 참여 만족도, 개최지 이미지 및 재 참여의도의 관계 :중국인 참여자 중심으로

The purpose of this study was to empirically investigate the relationship among service quality, participants’ satisfaction, regional image and intention of re-participation focused on Chinese participants in Seoul Marathon. The 220 questionnaires were distributed among the Chinese participants who joined in Seoul Marathon 2016. By using SPSS Ver. 21.0 and AMOS Ver. 20.0, data were analyzed by applying frequency analysis, reliability analysis, confirmatory factor analysis, correlation and structural equational modelling. The results of the study were as follows. First, sports event’s physical environment quality had a positive effect on participants’ satisfaction. Second, sports event’s interaction quality had a positive effect on participants’ satisfaction. Third, sports event’s outcome quality had a positive effect on participants’ satisfaction. Fourth, participants’ satisfaction had a positive effect on regional image. Fifth, participants’ satisfaction had no significant effect on intention of re-participation. Sixth, regional image had a positive effect on intention of re-participation. Lastly, regional image worked as mediated factor between participants’ satisfaction and intention of re-participation.