Relationship between Positive Affect and Behavioral Intentions among Spectators of Track and Field Events

In recent years, sport tourism has been promoted due to its expected contribution to regional revitalization. In Japan, the Rugby World Cup was held in 2019 and the Tokyo 2020 Olympic and Paralympic Games were held in 2021, attracting attention to spectator-type events, and studies targeting sports spectators have been conducted. In spectator sports, most of the studies have been conducted on team sports, and most of the sports spectator studies have been conducted on professional sports. Therefore, the purpose of this study was to clarify the relationship between positive affect and behavioral intentions among spectators of track and field events, which have not been focused on in sports tourism research. This study was based on a questionnaire survey of spectators of track and field events, obtaining valid data from 71 parts of the population living outside the host area. Results revealed that pleasant feelings of high arousal had a positive effect on re-watching intention and word-of-mouth intention. We believe that organizers of track and field events can be effective in working to increase the positive affect of high arousal in order to encourage spectators’ behavioral intentions. Future research should focus on emotions before and after watching the games, and the effects of changes in spectators’ emotions on their behavioral intentions.