A mediating role of destination image in the relationship between event quality, perceived value, and behavioral intention

The purpose of this study was to examine the theoretical relationship between service quality in a sport event, perceived value (PV), destination image, and behavioral intention (BI). This study surveyed 451 spectators who attended the Tour de Korea, an international road bicycling stage race. A series of a structural equation model tests were performed to examine the relationships among the variables. The mediating effect of the destination image was also examined. The results suggest that service quality positively influenced PV, destination image, and BI; PV positively influenced the destination image, but negatively influenced BI; and the destination image plays an important mediating role in the relationship between service quality and BI and the relationship between PV and destination image. To date, only a few empirical studies have examined the theoretical relationship between destination image, service quality, and PV. Particularly, the potential mediating role of the destination image in this relationship has not been systematically examined. As such, these results will make both scientific and practical contributions.