Abstract
PURPOSE The purpose of this study is to investigate a behavioral loyalty model of China Tennis Open spectators and validate the relationships among spectators’’ watching motivation, perceived value, place attachment and behavioral loyalty. METHOD The spectators at the China Tennis Open were targeted as the main research sample. A total of 400 questionnaires were collected. The collected data was analyzed by means of descriptive statistics, confirmatory factor analysis, structural equation modeling, and significance test of difference. RESULT (1) Motivation has a positive effect on perceived value and place attachment, but the behavioral loyalty is not affected. (2) Perceived value directly influence on behavioral loyalty. (3) Place attachment directly influence on behavioral loyalty. CONCLUSION Motivation has a limited influence on the behavioral loyalty. Place attachment and perceived value are important factors in behavioral loyalty of China Tennis Open spectators. The results of this study provides some practical suggestions for the organization, management of tennis events and a direction for future research.
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