Designing the Model of the Effect of Aesthetics and Access to Sport Facilities on Customer Behavioral Intentions through the Mediating Role of Emotions (Case Study: Swimming Pools in Tabriz City)

The study aimed at designing the model of the effect of physical environment of sport facilities (aesthetics and access) on customer behavioral intentions considering the mediating role of the emotions. The method was descriptive-survey and applied in terms of objectives. Firstly, a questionnaire with 30 items was developed considering the research variables. Face validity was confirmed by 7 sport management professor and content validity was assessed by confirmatory factor analysis. The reliability of the questionnaire was calculated by Cronbach's alpha coefficient for aesthetic constructs (0.91), access (0.70), positive emotions (0.90) and behavioral intentions (0.87). The statistical population of the study included 390 customers of swimming pools in Tabriz city and 245 questionnaires were used for statistical analysis. The results showed that both components of the physical environment, namely, aesthetics and access, and positive emotions directly influenced the behavioral intentions. Furthermore, based on these findings, the indirect effect of aesthetics and access through positive emotions on behavioral intentions was significant. That is to say the aesthetics and access to sport facilities can influence customer behavioral intentions through creating positive emotions. Therefore, it can be concluded that those facilities that are aesthetic and more accessible create better and more positive emotions in the minds of customers and the result is an effect on behavioral intentions and reuse of those sport facilities.