Existing literature suggests that event and destination images could interact to influence sport tourism behaviours. Within an attitude-behaviour theoretical framework, this paper proposes and tests a theoretical model examining the interrelationships between sport event image, destination image, satisfaction with the event, past experience with the event and destination, intentions to revisit the destination and subsequent behaviours of sport tourists to revisit. A population of active sport tourists, whose primary trip purpose was to participate in a sport event, was used to test empirically the proposed model. Self-administered questionnaires were used to collect panel data in two waves after the event's completion. Structural equation modelling results showed a significant impact of event image on destination image but not the opposite. Destination image and past experience with the destination significantly influenced intentions to revisit the destination for sport tourism activities, while intentions were a significant predictor of actual behaviour to revisit a destination for sport tourism activities. Implications for synergistic approaches are discussed for sport events and destinations.

2016-10-17T18:53:41

The purpose of this study was to propose and test a conceptual Model of Athlete Brand Image (MABI) that is based on Keller's Customer-based Brand Equity framework (1993). The MABI consists of three dimensions which are crucial in developing consumer brand equity for athletes: athletic performance, attractive appearance, and marketable lifestyle. Athletic performance consists of four subdimensions: athletic expertise, competition style, sportsmanship, and rivalry. Attractive appearance consists of physical attractiveness, symbol, and body fitness. Marketable lifestyle consists of life story, role model, and relationship effort. To test this model, the Scale of Athlete Brand Image (SABI) was developed. A total of 427 college students were surveyed to test the model. Based on the result from two-step Confirmatory Factor Analysis (CFA) and Structural Equation Model (SEM) test, MABI and SABI were modified and revised. In the final model, MABI shows a reasonable fit to the data and SABI is psychometrically acceptable.

The purpose of the study was to explore the role of mega-event impacts on perceived satisfaction with quality of life and support among South African residents before and after the 2010 FIFA World Cup. Limited research has empirically tested whether quality of life (QOL) is perceived as an exchange benefit that facilitates resident support of mega-events. Intercept data were collected from residents in five host cities three months before (March 2010) and eight months after (March 2011) the event (N = 3,789). Results indicate significant differences in perceived impacts before and after the event. Before the event, the influence of political impacts, psychological impacts, and social benefits on perceived QOL was significant, while QOL mediated the relationships between political, psychological, and social benefit impacts and resident support. After the event, economic impacts emerged as a significant predictor of QOL in contrast to the preevent sample.

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