월드컵 경기 관람동기가 만족도 및 행동의도에 미치는 영향: 2022 카타르 월드컵을 사례로

The World Cup, as a mega sports event, transcends its role as a simple sporting spectacle and generates a wide range of repercussions across the host nation, encompassing politics, society, culture, and tourism. Of particular significance is its profound impact on the tourism sector. Accordingly, this study aims to scrutinize the diverse motivations driving Korean and Japanese spectators attending the 2022 FIFA World Cup in Qatar, along with exploring the interplay between these motivations and their resulting satisfaction levels. Additionally, it seeks to investigate the influence of satisfaction on both the intention to revisit the host country and the inclination to recommend it to others. To achieve these objectives, a survey was conducted utilizing a non-probability sampling approach, specifically targeting Korean and Japanese spectators of the 2022 FIFA World Cup. The research findings reveal that team emotions and interest in matches exerted a substantial positive influence on satisfaction regarding tourism resources and event operations. Moreover, this satisfaction was found to significantly impact the intention to revisit the host country, as well as positively affect the intention to recommend it to others. By elucidating the connections between motivations, satisfaction, and behavioral intentions among spectators of mega sports events, this study serves as a foundational resource for understanding the influence of satisfaction on the behavioral intentions of tourists, not only within the context of mega sports events but also in relation to other events. The practical implications derived from these findings can further assist in attracting an increased number of tourists.