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스포츠이벤트 개최지역 이미지, 관여도, 스포츠관광, 지역발전 간의 구조관계: 구이저우성(贵州省) 농촌 농구리그 “촌(村)BA”를 중심으로
증덕지,김대희 한국스포츠학회 2023 한국스포츠학회지 Vol.21 No.4
This study examined how the image of the host region affects event involvement, focusing on the Chinese rural basketball league 'Chon BA' conducted in 2022, and analyzed how event involvement has a long-term effect on regional development and sports tourism with adult men and women over 20 years of age who have viewed the 'Chon BA' sports events at least once. Statistical analysis was performed on the collected data using SPSS 26.0 and AMOS 24.0 programs. First, it was found that the image of the host region of a sports event had a positive effect on event involvement. Second, it was found that event involvement had a positive effect on sports tourism. Third, hypothesis 3 was adopted as it was confirmed that there was a positive and statistically significant influence relationship between sports tourism and regional development. Fourth, it was confirmed that event involvement had a positive effect on regional development, and as a result, hypothesis 4 was also adopted. Fifth, it was confirmed that the direct effect of event involvement on regional development was 2.136, and the indirect effect through sports tourism was 2.832. From the perspective of improving the quality of the event, it was found that the participants' experience plays a pivotal role in the event's success. Considering the marketing of sports tourism packages, theme travel packages linked with sports events offer unique experience opportunities for tourists.
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