Double mediation of participation satisfaction and behavioral intention between the visit motivation and country image of the participants of an international Taekwondo event

This study was conducted to verify the influence of the visiting motivation of international Taekwondo event participants on participation satisfaction, behavioral intention, and country image, and to empirically verify the double mediating effect of participation satisfaction and behavioral intention between visiting motivation and country image.  To this end, a survey was conducted on 589 international Taekwondo event participants. The data from the questionnaire were processed using frequency analysis, exploratory factor analysis, reliability verification, correlation analysis, multiple regression analysis, and double mediating effect analysis using PROCESS macro, and the following conclusions were obtained. First, the visiting motivation of international Taekwondo event participants was found to have a partial positive correlation with participation satisfaction, behavioral intention, and country image. Second, among the sub-variables of visiting motivation of international Taekwondo event participants, cultural experience and international socialization were found to have a positive effect on country image. Third, among the visiting motivations of international Taekwondo event participants, the event appeal affected event satisfaction, and the event appeal and international socialization affected facility satisfaction and operation satisfaction. In addition, all sub-variables of visit motivation were found to have a positive effect on competition satisfaction and information satisfaction. Fourth, among the visit motivations of international Taekwondo event participants, cultural experience and event appeal affected word-of-mouth intention, and cultural experience and international socialization had a positive effect on visit intention. Fifth, participation satisfaction and behavioral intention were found to have a mediating effect as mediating variables between the visit motivations of international Taekwondo event participants and national image. It was verified that the visit motivations of international Taekwondo event participants had a significant effect on national image, and visit motivations affected participation satisfaction and behavioral intention, and participation satisfaction and behavioral intention in turn affected national image.