Our very own Eugenia Tzoumaka and Stella Leivadi set out to study how the destination image of a recurring mountain-running event in Northern Greece influences the behavior and satisfaction of active sport tourists. The research, based on a survey of 629 participants, showcases the powerful role that a destination’s image plays in driving positive word-of-mouth and shaping tourists’ future travel intentions. By examining a location outside of Greece’s typical “sun, sea, and sand” offerings, this research findings offer insights for destinations looking to attract active tourists through sports events and pinpoints the growing appeal of alternative tourism experiences.
Access the full paper in the Academic Publications section.
