A STRUCTURAL EQUATION MODEL OF SUSTAINABLE BEHAVIORAL INTENTIONS OF SPORTS TOURISTS IN THE MOTOGP THAILAND
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Abstract
This research aimed to study the levels of destination image, service quality, perceived value, and sustainable behavioral intention. It also analyzed the causal relationships among these variables and developed a structural equation model (SEM) as a guideline to promote sustainable sports tourism. A mixed methods research approach was employed. For the quantitative part, a sample of 360 Thai sports tourists was selected using simple random sampling. Data were collected through questionnaires and analyzed using descriptive statistics and SEM. For the qualitative part, a focus group discussion was conducted with six experts, and data were analyzed through content analysis. The findings illustrated that: 1) Sports tourists perceived all variables at a high level-destination image ( = 4.26), service quality (
= 4.40), perceived value (
= 4.44), and sustainable behavioral intention (
= 4.36); 2) Destination image had a significant influence on perceived value (β = 0.35, p < .01), and service quality had a strong effect on perceived value (β = 0.41, p < .001). Perceived value had directly influenced on sustainable behavioral intention (β = 0.48, p < .001) and served as a clear mediating variable; and 3) The structural equation model significantly explained tourist behavior, highlighting perceived value as a key mediating factor. However, these theoretical and empirical models supported in the context of MotoGP Thailand should be adjusted before applying to strategic marketing design, destination image communication involving sports events, and the development of service quality by event organizers to enhance the long-term sustainability of the sports tourism industry.
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References
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