Given the increased competition among running events, it is important for event organizers to comprehend how they can retain a base of loyal customers. The purpose of the present study was to investigate the association between sport event personality and loyalty intentions of runners participating in a running event. More specifically, it examined the relationship of sport event personality dimensions with the overall image of a sporting event as well as the association of event image with runners’ loyalty intentions.
Data were collected from 247 participants of an international running event. A structural equation model analysis was followed.
The results showed that three dimensions of event personality (namely, excitement, sophistication and sincerity) predicted event image, which in turn positively associated with loyalty intentions.
The study discusses how event managers can improve the image of their events in order to increase their customers’ loyalty levels.
This is one of the first endeavors that examined the role of event image, a construct that has not received much attention in the context of road races, in a model concerning event participation.
