The effect of event perceived values and the event perceived image on the spectators’ desire to return to horse racings in Gonbad Kavous

The present study aimed at investigating the effect of event perceived values and event perceived images on the spectators desire to return to horse racings in Gonbad Kavous.

This is a descriptive research, which was done in survey method. The statistical population includes all spectators (3480 person) participated in the horse racing that was hold during the spring period in the eighth week of these racing in 2018. According to the Cochran formula, 347 spectators were selected by simple random sampling as the statistical sample of the research. For collecting the research data, the sport event perceived values questionnaire by Yueying (2015), Hussein sport event image (2016) and the sport spectator’s desire to return by Ryu et al (2011) were used. The questionnaires validity was verified by five faculty members of the sport management and their reliability coefficient was calculated by using Cronbach’s alpha test, respectively, 0.79, 0.86, and 0.81. In order to analyze the data and to identify the effects of research variables, the structural equation modeling was applied by using PLS software.

This section confirmed the positive and significant effect of the event’s emotional, educational, social value and the effect of event’s positive image on the spectators’ desire to return.

According to the results, it can be concluded that the event perceived values and the event perceived image can play an important role in the spectators’ desire to return.