Abstract
The purpose of this study was to analyze the structural relationship among host country attitudes of international sporting event, involvement, prior knowledge, expectations, and media viewing intention. Data were collected from 350 sports fans using an online survey platform, and 347 samples were used for analysis. Statistical techniques for data analyses were frequency analysis, reliability analysis, correlation analysis, confirmatory factor analysis(CFA), and structural equation modeling(SEM) using SPSS 26.0 and AMOS 26.0. The results of this study as follows: first, host country attitudes had a effect on involvement. Second, involvement effects on both prior knowledge and expectations. Third, prior knowledge and expectations effect on media viewing intention. Based on these results, we provide practical suggestions for the management of international sporting event in the post-COVID 19 era.
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