<![CDATA[Background: The event's quality and participants’ happiness are essential components of the AUG’s overall success and long-term viability. Research Objectives: This study aims to analyse the relationship between event quality and participant satisfaction in the context of taekwondo competitions at the 2024 ASEAN University Games (AUG). Methods: The employed research method is quantitative research using a causal-associative approach. This research involved 116 respondents, including athletes, contingent managers, and taekwondo teachers from 9 ASEAN nations. Data were gathered using an online questionnaire utilising a validated and reliable 7-point Likert scale. Finding and Results: The regression analysis findings indicated that event quality, encompassing game performance, entertainment, staff quality, and physical environment, significantly influenced participant satisfaction (p < 0.05). The beta coefficient for game performance was 0.651, indicating it had the most significant impact, followed by entertainment, physical environment, and staff quality. Collectively, these four sub-variables accounted for 73.9% of the variance in participant satisfaction. Conclusion: These findings emphasise the importance of maintaining technical quality and a competitive atmosphere, providing attractive entertainment, effective staff training, and improving event facilities and accessibility. The implications of these findings emphasise the importance of improving the quality of games, entertainment, staff training, and facilities to increase participant satisfaction in organising the ASEAN University Games (AUG).]]>
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