举办地意象对体育赛事再访意愿的影响——地方依赖与地方认同的链式中介

Influence of Host Image on Intention of Revisiting Sports Events:Chain Intermediary Between Place Attachment and Place Identity

为提升体育赛事再访意愿,促进赛事高质量发展,在态度理论、形象迁移理论和地方依恋理论的基础上,构建举办地意象对体育赛事再访意愿的影响机制模型,并对地方依赖和地方认同的中介效应进行验证。结果表明:(1)体育赛事举办地意象可以正向影响地方依赖和地方认同,且地方依赖可以正向影响地方认同、再访意愿以及地方认同正向影响再访意愿;(2)在引入地方依赖和地方认同的中介变量后,举办地意象对体育赛事再访意愿没有直接影响效果,但地方依赖、地方认同不仅分别完全中介了举办地意象与体育赛事再访意愿的影响关系,还能够形成"举办地意象—地方依赖—地方认同—再访意愿"的链式中介,进而影响举办地意象与再访意愿之间的关系。

In order to enhance the intention of revisiting sports events and promote the high-quality development of sports events,based on the attitude theory,image transfer theory and place attachment theory,this paper constructs the influence mechanism model of the host image on the intention of revisiting sports events,and verifies the mediating effect of place attachment and place identity.The results show that the host image of sports events can positively affect place attachment and place identity,place attachment can positively affect place identity and revisit intention,and place identity can positively affect revisit intention.Moreover,after introducing the mediating variables of place attachment and place identity,the host image has no direct effect on the intention of revisiting sports events.But place attachment and place identity not only completely mediate the relationship between the host image and the intention of revisiting sports events,but also form a chain mediation of host imageplace attachment-place identity-revisit intention and then affect the relationship between host image and revisit intention.