Sport Tourism and Behavioural Intention: A Longitudinal Study in Italy

The paper investigates the determinants of behavioural intentions in the context of active sport tourists, in particular a running event. A longitudinal study was used to compare two surveys that were conducted in 2013 and in 2018. The purpose of the study is to verify if there have been any changes in the principal determinants of marathon runners’ behavioural intentions (i.e. the intent to return and their loyalty) over a time period of five years. The data for this study was collected through an online questionnaire completed by the participants from one of the most important international races in Italy. A regression analysis was conducted to evaluate the data and the differences between the two events. The results showed a remarkable stability in antecedents of loyalty and their intent to return persisted over the 5-year period. Variables relative to aesthetic quality (valence and venue) are confirmed as the principal determinants of loyalty for marathon runners in both event editions. Variables relative to technical quality (challenge and value) are confirmed as the main determinants of intent to return in both event editions. In terms of practical implications, this paper attempts to understand the evolution of behavioural intentions where marathon runners refer to their intent to return and they make recommendations to others. This can be useful for sport event organizers to create successful events.