ANTECEDENTS OF SPORT EVENT SATISFACTION AND BEHAVIORAL INTENTIONS: THE ROLE OF SPORT IDENTIFICATION, MOTIVATION, AND PLACE DEPENDENCE

This study evaluates a theoretical model of event attendees' behavioral intentions based on social identity theory. The model postulates that sport identification, motivation, place dependence, and event satisfaction are antecedents of event behavioral intentions. The model was tested among participants at the Interamnia World Cup (IWC), an annual event in the sport of handball in Teramo, Italy. A sample of 271 international sport tourists revealed significant relationships between sport identification, motivation, place dependence, and event satisfaction. Unlike place dependence, sport identification does not predict event behavioral intentions. Both sport identification and place dependence do not predict event satisfaction. The findings suggest that event marketers can foster behavioral intentions either through event satisfaction or building place dependence among event participants. Implications for the marketing of sporting events are also suggested.