Conference Paper

Tzoumaka, E., Leivadi, S., & Kaplanidou, K. (2024, July). Sport tourism in the VUCA era: The effect of destination image on behavioral intentions of active sport tourists. In A. Zarkada (Ed.), Marketing solutions to the challenges of a VUCA environment. GMA-GAMMA 2023 (pp. 53–67). Springer, Cham.

Authors

Eugenia Tzoumaka, Stella Leivadi & Kyriaki (Kiki) Kaplanidou

DOI

https://doi.org/10.1007/978-3-031-58429-9_4

Abstract

This study is conducted in the context of sport tourism, which has been in a state of flux from 2019 and on, at the aftermath of Covid-19. In an effort to address the (VUCA) conditions characterizing this market, the destination image framework was utilized including its cognitive and affective facets to investigate active sport tourists’ behavioral intentions. The data was collected from 598 participants in a recurring mountain-running event held annually at a rural destination in Southern Europe. The findings confirm prior research, demonstrating that both cognitive and affective destination image facets positively influence the behavioral intentions of mountain runners. Destination image, particularly attractions and affective image impact the intentions of active sport tourists to revisit a destination both for sport tourism and leisure purposes. The results allow for further generalizability of the destination image measures and expand the current knowledge by exploring active sport tourists’ intentions towards a destination, encompassing it as a vacation and sport tourism alternative.