Abstract
The aim of this study is to explore the sports event elements that influence Korean tourism image. Based on a review of relevant literature, the following paper divided the quality of sports events into 12 elements. With the use of AMOS and SPSS tools, Chinese tourists were selected as the research sample and 198 questionnaires were collected in total. Based on the data analysis, key findings were revealed. First of all, tourists have a better tourism image with higher quality performance, longer operating time, better staff attitude and more reactions between fans. Secondly, the rate of re-visiting Korea will increase when accompanied by an improvedtourism image. In contrast, information, fan reaction and valence are not taken into consideration since they are not key values to Korean tourism image.
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