期刊刊名：黎明學報 　 卷期：26卷1期

篇名出版日期：2015年1月31日

作者：吳宗泰,Chung-Tai Wu

語言：English

關鍵字：Integrated Marketing Communication (IMC), revisit intention, sport event,整合行銷傳播,重遊意願,賽會

被點閱次數：4次

閱讀時間：498sec

摘要：
In the field of sport tourism, “sport event activity” and “behavioral intention in sport tourism” have been studied extensively. However, studies in integrated marketing communication (IMC) of sport event on the influence of sport participants’ revisit intention have been limited. The objective of this study is to understand the relationship between IMC and participants’ revisit intention. Participants of 2012 Taipei Fubon Marathon were sampled in the study. The finding showed a positive correlation between IMC and participants’ revisit intention. In addition, revisit intention by participants who are visiting the 6th time or more is significantly higher than those who are visiting the 2nd time.

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