Application of the affect valuation theory to re-participation intention and word-of-mouth in the cycle sport event

A co-authored article by CTR researchers, Dr. Eiji Ito (Faculty of Tourism) and Dr. Shiro Yamaguchi (University of Marketing and Distribution Sciences) has been published in an academic journal, Journal of Japanese Society of Lifelong Sport.

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Title

Application of the affect valuation theory to re-participation intention and word-of-mouth in the cycle sport event

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Authors

Eiji Ito, Faculty of Tourism, Wakayama University, Japan

Shiro Yamaguchi, Faculty of Human and Social Sciences, University of Marketing and Distribution Sciences, Japan

Shohei Takamatsu, Faculty of Human Development and Education, Kobe Shinwa Women¡¯s University, Japan

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Source

Journal of Japanese Society of Lifelong Sport, 2018, 15(2), 15-22

*Japanese Society of Lifelong Sports https://jsls.jp/

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Abstract

The purpose of this study was to examine the relationships of re-participation intention, word-of-mouth, and affect among cycle sport event participants based on the affect valuation theory. An online survey was conducted for the participants in a cycle sport event, and 110 participants completed the survey. Results of multiple regression analyses indicated that ideal high-arousal positive affect positively related to re-participation intention, whereas actual high-arousal positive affect at the finish line positively related to re-participation intention and word-of-mouth. These results align with the affect valuation theory, suggesting that sport participation behaviors in the future can be predicated, to some degree, by knowing participants¡¯ ideal affect. The results also clarified that, unlike ideal, actual high-arousal positive affect at the finish line leads to not only reparticipation intention, but also word-of-mouth. This research indicates a great potential in the affect valuation theory to advance the field of lifelong sports.

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Keywords

affect valuation theory, re-participation intention, word-of-mouth, cycle sport event, sport tourism