Horse Racing Image: Re‐Examination of Relations Between Image and Intention to Visit

This study examined the relationship between cognitive and affective images of horse racing and the influences of the two image dimensions on the intention to attend horse racing events. Data was collected through an online survey method using World Survey in South Korea. The questionnaire was e‐mailed to panel members of the World Survey who are involved in various online media. Canonical correlation and logistic regression were used to test hypotheses. The results showed that cognitive images of horse racing significantly influenced affective images and that both cognitive and affective images of horse racing positively influenced the intention to visit. The results of this paper supported previous destination image studies and also verified that the destination image concept could be applied to the study of horse racing image. In addition, this study indicated that people who believe horse racing image is related to wholesomeness and excitement expressed a higher intention to visit.