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Transactions: WSEAS TRANSACTIONS ON BUSINESS AND ECONOMICS
Transactions ID Number: 42-229
Full Name: MING-LANG TSENG
Position: Associate Professor
Age: ON
Sex: Male
Address: #369 Wenhua Rd. Peetou
Country: TAIWAN
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E-mail address: ml.tseng@msa.hinet.net
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Title of the Paper: The effects of motivation, background, attraction and loyalty on the behaviour of sports tourists in 2009 International Sun Moon Lake Swim
Authors as they appear in the Paper: ZEN-PIN LIN; WEI-SHAN SU; FAN CHIA; CHIA-MING CHANG ; MING-LANG TSENG
Email addresses of all the authors: ml.tseng@msa.hinet.net
Number of paper pages: 10
Abstract: The annual International Sun Moon Lake Swim has become a significant component of destination marketing. Previous work suggests that sport event for verifying the relationships among the variables of the participants¡¦ exercise experience, watching sports programs experience, the attractiveness of local sport tourism, participation motives, participation satisfaction, and loyalty. According to the results of by structural equation modelling analysis:1. The participants¡¦ exercise experience had significant influence on the motivation for participation. 2. The participants¡¦ watching sports programs did not significantly influence the participation motivation. 3. The attractiveness of sport tourism had a significant influence on participation motivation. 4. The participation motivation had significant influence on participation satisfaction. 5. The participation motivation had significant influence on participation loyalty. 6. The participation satisfaction had sign!
ificant influence on participation loyalty. The desire to learn about the host city had direct effects on interest in the sport event and the desire to attend the swimming event. Results suggest the value of swimming event marketing that appeals to tourists are attraction, motives and loyalty.
Keywords: Sun Moon Lake, sport event, sport tourist, and participation motivation
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