PurposeOffline retail stores have been working on improving their in-store customer experience; they have begun to realise the physical advantage they have over online channels. Especially sports products have a number of unique features, such as high emotional involvement or a sense of community; additionally, sports customers put emphasis on multisensory brand experience at the point of sale. This study examines the in-store customer experience (ISCX) in offline sports retail stores, taking into account the commercial uniqueness of sport.Design/methodology/approachA qualitative study (focus groups; n = 16) and quantitative survey (cross-sectional survey design; n = 238) were conducted to measure ISCX in sports retail stores.FindingsThe results suggest that the customers' in-store experience has a significant influence on customers' satisfaction with the sports retailer and their likeliness to recommend the store to friends, which, in turn, is significantly affected by customers' satisfaction with the retailer. Moreover, social responses to actors involved in the service encounter, for example, the interaction with employees, play a significant role for the customer in-store experience. Accordingly, sports customers strive not only for functional benefits inherent in the interaction with customers and employees but also for social benefits.Originality/valueThis study extends the knowledge by (1) replicating the ISCX scale, (2) analysing ISCX in a sports retail environment and (3) examining the influence of ISCX on the Net Promoter Score. Moreover, the findings support managers' know-how about in-store setting and help to maintain the customer relationship.

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Anti-doping rule violations (ADRVs) can lead to sports-related and legal sanctions, thus, being knowledgeable is important. Research into this knowledge and how athletes and their support personnel (ASP) perceive the control mechanisms and the appropriateness of (legal) sanctions is still scarce. This explorative study aimed to examine the knowledge and perception of existing (legal) sanctions in Austria, by distributing a questionnaire to Austrian athletes and ASP covering the topics of knowledge related to legal and sports-related consequences associated with a specific ADRV presented in a case study, their trust and satisfaction with specific agencies (based on the European Social Survey (ESS)) and perceived efficiency and effectiveness of the doping control system. Data were analyzed descriptively. All respondents (N = 59) agreed on a ban from sport to be appropriate. Knowledge about legal consequences and the trust in the judiciary and the sport governing bodies was moderate (6.82 out of 10). Perceived appropriate consequences were on average higher than the likely sanctions to be faced. Future prevention should include trust building measures in the institutions and the control system, improvement in terms of access to law and education for the target group and critical reflection on the existence of social norms. Furthermore, the implementation of risk management aspects should be part of future approaches.

To cite this article: Elisabeth Happ (2021) Tourism destination competitiveness with a particular focus on sport: the current state and a glance into the future -a systematic literature analysis,