THE INFLUENCE OF PERCEIVED GREEN SPORT EVENTS ON DESTINATION IMAGE AND SPORT TOURISM INTENTION: A CASE STUDY OF TRAIL RUNNING AT DOI INTHANON NATIONAL PARK, THAILAND
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Abstract
This article aimed to 1) examine the levels of perceived green sport events, destination image, and sport tourism intention, and 2) investigate the influence of perceived green sport events on destination image and sport tourism intention by analyzing the causal relationships among variables within a behavioral framework.
This study employed a quantitative research approach using a survey method.
The sample consisted of 300 participants in a trail running event held in Doi Inthanon National Park, Chiang Mai Province, selected through purposive sampling. The research instrument was a structured questionnaire developed based on relevant concepts, theories, and previous studies. The data were analyzed using descriptive statistics and structural equation modeling. The results revealed that 1) participants reported high to very high levels of perceived green sport events, destination image, and sport tourism intention, with destination image—particularly its cognitive and affective dimensions—showing the highest levels of perception and 2) perceived green sport events had
a significant direct effect on destination image, while destination image exerted
a significant direct effect on sport tourism intention. However, perceived green sport events did not have a significant direct effect on sport tourism intention, but demonstrated a significant indirect effect through destination image. These findings indicate that destination image plays a critical role as a psychological mechanism that translates participants’ perceptions of green sport event experiences into behavioral intentions related to sport tourism. The study contributes new insights into sport tourism development in natural settings by emphasizing the importance of destination image in linking environmentally friendly sport activities with tourists’ future behavioral intentions, thereby supporting the sustainable development of sport tourism destinations.
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