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Active sport event participants’ behavioural intentions: Leveraging outcomes for future attendance and visitation
Journal of Vacation Marketing ( IF 4.000 ) Pub Date : 2020-08-17 , DOI: 10.1177/1356766720948249
Brianna L Newland 1 , Joanne Jung-Eun Yoo 2
Affiliation  

A key concern for event organisers and community leaders is how events can be leveraged for repeat visitation to the destination and event. This study investigated how sport event and destination attributes influence behavioural intentions of active sport tourists and further discussed how this knowledge can be leveraged by the sport event and destination marketers to attain positive business outcomes, namely repeat event participation, repeat destination visitation, and positive word of mouth. A survey of 649 active sport event participants was conducted. The analysis revealed that event and destination attributes had both direct and indirect effects on behavioural intentions of active sport tourists. Implications for leveraging behaviour outcomes for future attendance and visitation are discussed.



中文翻译:

活跃的体育赛事参与者的行为意图:充分利用未来的出席和拜访的成果

事件组织者和社区领导者的主要关注点是如何利用事件来重复访问目的地和事件。这项研究调查了体育赛事和目的地属性如何影响活跃体育游客的行为意图,并进一步讨论了体育赛事和目的地营销人员如何利用这些知识来获得积极的业务成果,即重复活动参与,重复目的地访问和正面的口碑口 对649名体育活动参与者进行了调查。分析表明,事件和目的地属性对活跃体​​育游客的行为意图有直接和间接的影响。讨论了利用行为结果对将来的出勤和拜访的意义。

更新日期:2020-08-17
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