Conference Paper
Tzoumaka, E., & Leivadi, S. (2021). Investigating the impact of the sport event destination image on consumer outcomes of active sport tourists [Paper presentation]. 9th International Conference on Contemporary Marketing Issues.
Authors
Eugenia Tzoumaka & Stella Leivadi
DOI
Available at Research Gate
Abstract
The current study builds on the work of Kaplanidou et al. (2012) regarding the destination image of recurring sport events and its impact on active sport tourists’ consumer outcomes. The event under investigation is a mountain-running event, which is taking place every summer in Northern Greece, a destination that largely deviates from the 3S (sun, sea, and sand) summer tourism. The research findings from the survey completed by 629 participants, confirm previous academic studies, which demonstrated that the destination image positively affects both the positive word-of-mouth and the behavioural intentions of active tourists. Moreover, it further pinpoints the specific destination image factors that relate to each of the consumer outcomes investigated. By this replication study, not only do we further validate the current knowledge, but we also provide support for the generalizability of the destination image measures, as they are tested in a different yet similar sport context, a different cultural context, a different geographic location and after a substantial time interval. Finally, this study extends the academic literature as it explores the consumer outcomes, not only for the event and the destination as a vacation resort, but also as a sport tourism destination.
