Interaction Model Amongst Sport Event Image, E-Word of Mouth, Destination Image, Tourist Satisfaction and Loyalty in Traditional Bullrace in Tanah Datar Regency, West Sumatera

The aim of the paper is to investigate the interrelationship amongst sport event image, destination image, e-WOM, satisfaction and loyalty of spectator on the traditional bull racing sport in Tanah Datar regency, West Sumatra. Tourists who visited the bull race event in Tanah Datar participated as respondents. It involved both both local and foreign event spectators to Tanah Datar regency. A non-probability sampling method was used to recruit 145 respondents to respond to questionnaires. Stuctural Equation Modelling (SEM) was used to investigate the relationships among the research variables. The results show that sport event image has a positive and significant impact on the image of the destination and on the satisfaction of the tourists. Furthermore, e-WOM positively and significantly affects the destination image. The satisfaction of tourists also has a positive and significant impact on the loyalty of tourists. However, destination image variables have positive but not significant effect on the satisfaction of tourists at the bull race event in Tanah Datar regency, West Sumatra. Traditional sport event offers different value to the tourist, and the image of the destination play important role in the tourist decision to visit an event. Sport tourism not only about the event but also support from the interconnected aspect such as destination and level of satisfaction.