Does image fit matter to residents’ attitudes and intentions toward sports events and host communities: the mediating role of quality of life

This study examines how perceived image fit between a recurring community sports event and its host community influences residents’ attitudes and behavioral intentions, with particular attention to the differentiated roles of attachment and quality of life. Grounded in schema theory, the study conceptualizes image fit as a cognitive mechanism shaping residents’ evaluations of both the place and the event. Data were collected from 259 local residents of a long-running community marathon in rural Taiwan using a purposive sampling approach. Partial least squares structural equation modeling was employed to test the proposed relationships, alongside a theory-driven competing model analysis. The findings indicate that perceived image fit exerts significant positive effects on place attachment, event attachment, and behavioral intentions. Place attachment enhances residents’ quality of life, which in turn mediates its effect on behavioral intentions. In contrast, event attachment directly predicts behavioral intentions, while its indirect pathway through quality of life is not supported. Model comparison results demonstrate that this refined structure provides superior explanatory and predictive power. By extending schema theory to a resident-based event context, the study elucidates distinct psychological pathways through which image fit fosters sustained community support for recurring sports events.