Abstract This study investigated the direct and indirect influences of event image on loyalty behavior via perceived value and satisfaction using multiple mediation models in yoga tourism event. The survey data were collected using structured questionnaires from 605 tourists visiting a yoga tourism event in India. The analyses were conducted using exploratory factor analysis, confirmatory factor analysis and structural equation modeling with 5,000 bootstraps. The results indicated that event image has both direct and indirect influences on loyalty intentions via perceived value and satisfaction. In addition, event image was found as the strongest predictor of loyalty behavior in yoga tourism event.

中文翻译：

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检查事件图像作为瑜伽旅游事件中忠诚意向的预测指标：调解模型

摘要本研究利用瑜伽中介活动中的多种中介模型，通过感知价值和满意度调查了事件图像对忠诚行为的直接和间接影响。该调查数据是使用结构化问卷从印度605名参加瑜伽旅游活动的游客中收集的。使用探索性因素分析，确认性因素分析和具有5,000个引导程序的结构方程模型进行分析。结果表明，事件形象通过感知的价值和满意度对忠诚度意图有直接和间接的影响。此外，发现事件图像是瑜伽旅游事件中忠诚行为的最强预测指标。