A Study On The Influence Of Participation Motivation On Loyalty Of Caddies In Tennis Matches

In the New era,with the rapid and stable development of China’s economy and society,tennis shows a good development potential in China,and major tennis events are rising rapidly.The public’s demand for spiritual culture is increasingly extensive,which puts forward higher requirements for major sports events,including tennis events.Tennis caddie service level as the soft power of the game,can reflect the level and specifications of the game,good caddie management can bring the public a better sense of experience,improve the quality of public spiritual and cultural life.The research on the caddies of tennis matches is helpful for the organizing committee to improve the management level and service quality of caddies and ensure the smooth and successful holding of the matches.The research on tennis caddies in China is still in its infancy.Based on this,this study constructs a structural equation model of tennis caddies’ participation motivation,satisfaction and loyalty.By collecting the relevant data of 483 caddies in Wuhan Open and China Open,this paper puts forward research hypotheses,and uses Amos and SPSS data analysis software for confirmatory factor analysis,The conclusions are as follows:(1)Among them,the dimensions of value orientation,interpersonal communication,career orientation and sports loving motivation have significant positive effects on loyalty,while the dimensions of value orientation,patriotism,interpersonal communication,career orientation and sports loving motivation have significant positive effects on satisfaction.Therefore,the Organizing Committee of tennis events should pay attention to the different motivations of caddies,which can better improve the caddies’ loyalty and satisfaction.(2)The satisfaction of caddies to the competition will positively affect their loyalty.Therefore,the Organizing Committee of tennis events can improve the caddies’ loyalty to the events by improving their satisfaction.(3)Satisfaction shows a partial mediating effect between participation motivation and loyalty.Therefore,caddie’s loyalty to the event is affected by both participation motivation and satisfaction.The organizing committee can enhance caddie’s loyalty to the event by strengthening their participation motivation and improving their satisfaction.