Major sports events, destination image and intention to revisit from the foreign tourist's perspective
International Journal of Sports Marketing and Sponsorship
ISSN: 1464-6668
Article publication date: 1 April 2013
Abstract
Existing literature reports the positive image impact of major sports events on sport tourists. This paper empirically tests the image impact of an overall sports events initiative on a host city, and on intention to revisit from the perspective of general international tourists. The findings show that major sports events, in general, can be useful in reaching out to tourists. However, it questions the utilisation of sports events in destination marketing to general tourists - as awareness of sports events actually depresses tourism atmosphere and service image, as well as the overall destination image. Practical implications and future research are suggested.
Keywords
Citation
Dongfeng, L. (2013), "Major sports events, destination image and intention to revisit from the foreign tourist's perspective", International Journal of Sports Marketing and Sponsorship, Vol. 14 No. 3, pp. 23-34. https://doi.org/10.1108/IJSMS-14-03-2013-B003
Publisher
:Emerald Group Publishing Limited
Copyright © 2013 by Winthrop Publications Limited