부산대학교 도서관

PURPOSE In this study, The event-destination image transfer model was used to predict and test the behavioral intention of spectators watching major sports events. Based on The Event-destination image transfer model, this study added place attachment as a new variable to investigate The influencing factors of audience decision-making process. METHOD This study sampled 500 spectators of the 2019 FIBA Basketball World Cup held in Beijing, China. The 2019 FIBA Basketball World Cup was held in Beijing, Guangzhou, Nanjing, Shanghai, Wuhan, Shenzhen, Foshan and Dongguan on September 15, 2019. RESULT After spectators attend a mega-event held in a tourism destination, the event image positively affected the destination image. Destination image directly and positively affected spectators' behavioral intentions toward the destination. Tourists' overall attitude toward the destination was influenced positively by both the destination image and event image. CONCLUSION There are three significant antecedents factors for the behavioral intention of the destination, namely the image of the destination, tourists' overall attitude towards the destination and place attachment. The destination image directly and positively affects place attachment. Place attachment directly and positively affects tourists' behavioral intentions toward the destination.