Abstract
This study investigates the relationship among sport tourism event image, destination image and destination loyalty of 2009 World Game in Kaohsiung City. ”The Sport Tourism Event Image, Destination Image and Destination Loyalty of 2009 World Game Online Questionnaire” was developed. 842 valid online questionnaires were collected to tourists via PTT and related blogs which provided forums for 2009 Kaohsiung World Game. Item analysis, exploratory factor analysis (100 questionnaires) and confirmatory factor analysis (300 questionnaires) were implemented. Also, 439 questionnaires were employed descriptive statistics and structural equation modeling to analyze the data. Most of the people who filled out the questionnaire were female (l90males and 249 females), 21 and 30 years old, salary between NT $ 20001 and 30000 per month, and college educational background. The results indicated that sport tourism event image indirectly influenced destination loyalty by destination image. The destination image was a complete mediator between sport tourism event image and destination loyalty.
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