Moderating effects of recreation specialization on the quality-value-loyalty chain: a case of the Taroko Gorge Marathon

Abstract This study tests an integrated quality–value–loyalty model concerning a range of causal relationships of sports event service quality and perceived value on runners’ loyalty, including the moderating effects of recreational specialization on the quality–value–loyalty chain. Self-administered data were collected using convenience sampling from a total of 1045 participants in the Tarako Gorge Marathon – one of the premier international sporting events, held in Taiwan’s Taroko National Park. The results identified significant positive roles played in the chain, indicating that runners’ loyalty to the Marathon focuses primarily on event service quality and perceived value. The moderating effects of recreation specialization (full-marathon and half-marathon groups) on the quality–value–loyalty chain were partially significant. Managerial implications and recommendations of the findings were discussed.