The effects of motivation, background, attraction and loyalty in the 2010 international thousands swimming cross to Sun Moon Lake

Special Large sport events are the significant component of destination marketing. Previous studies suggested that sport events need to verify the relationships among the exercise experience variables of the participants, watching sports programs experience, the attractiveness of local sport tourism, participation motives, participation satisfaction and loyalty. This study applied structural equation modeling to acquire the results as follows. (1) The participants´ exercise experience had significant influence on the motivation for participation. (2) The participants´ watching sports programs did not significantly influence the participation motivation. (3) The attractiveness of sport tourism had a significant influence on participation motivation. (4) The participation motivation had significant influence on participation satisfaction. (5) The participation motivation had significant influence on participation loyalty. (6) The participation satisfaction had significant influence on participation loyalty. The desire to learn about the host city had direct effects on interest in the sport event and the desire to attend the swimming event. The result suggested that the value of swimming event marketing appeals to tourists´ attraction, motives and loyalty.