CONCEPTUALIZING TRIATHLON SPORT EVENT TRAVELERS’ BEHAVIOR

This paper analyzes the relationships between self-congruity, functional congruity, satisfaction, sport event involvement and behavioral intentions of triathlon sport travellers. The moderating effect of different training experiences is assessed in allowing these relations. 885 data were collected among triathletes participating to international triathlon competitions. A theoretical model has been developed and tested using Structural Equation Modelling (SEM). The majority of hypotheses are empirically confirmed. Regarding the moderation hypothesis, a multi-group SEM has been estimated (considering high-intensity and low-intensity sport training as moderators). Some differences between the two groups are highlighted, remarking the need to develop differential marketing strategies in active sport tourism