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The role of a mega-sporting event in attracting domestic tourists: the case of Seoul
Asia Pacific Journal of Marketing and Logistics ( IF 4.643 ) Pub Date : 2021-05-05 , DOI: 10.1108/apjml-10-2020-0754
Yunduk Jeong 1 , Sukkyu Kim 2
Affiliation  

Purpose

Mega-sporting events reportedly can offer many tangible and intangible benefits to the host country and regions, such as job creation, image improvement, local pride enhancement, social overhead capital investment and tourism business development. However, a paucity of studies in the literature have developed integrative models or have explored domestic tourist behavior in a general, or the sports tourism, context. To address this gap, the present study investigates the relationships between event quality, personal involvement, destination image and destination loyalty in the context of event sports tourism in order to provide sporting destination managers with valuable information for sustainable sports tourism development.

Design/methodology/approach

The authors collected information from 365 domestic tourists who attended the 100th National Sports Festival held in Seoul, South Korea, in 2019. Construct validity of the measurement scale was verified by confirmatory factor analysis (CFA), factor loadings, average variance (AVE) extracted and construct reliability (CR). Reliability of the measurement scale was verified by Cronbach's alpha analysis. The authors utilized structural equation modeling (SEM) with maximum likelihood estimation to analyze the predicted relationships.

Findings

The findings display the positive impacts of (1) event quality on destination image, (2) personal involvement on destination image, (3) personal involvement on destination loyalty and (4) destination image on destination loyalty. The findings indicate the key roles for event quality and personal involvement in improving destination image and the important roles of personal involvement and destination image in building destination loyalty.

Originality/value

The present study (1) contributes to the recent debate in the sports tourism literature over the relationship between the destination image and destination loyalty and (2) shows that there is no mediating role of the destination image on the relationship between the event quality and destination loyalty, and personal involvement and destination loyalty.



中文翻译:

大型体育赛事在吸引国内游客方面的作用:以首尔为例

目的

据报道,大型体育赛事可以为东道国和地区带来许多有形和无形的好处,例如创造就业机会、改善形象、增强当地自豪感、社会间接资本投资和旅游业务发展。然而,文献中很少有研究开发出综合模型或探索一般或体育旅游背景下的国内旅游行为。为了解决这一差距,本研究调查了赛事体育旅游背景下赛事质量、个人参与、目的地形象和目的地忠诚度之间的关系,以便为体育目的地管理者提供可持续体育旅游发展的宝贵信息。

设计/方法/方法

作者收集了 2019 年参加在韩国首尔举行的第 100 届全国体育节的 365 名国内游客的信息。通过验证性因子分析 (CFA)、因子载荷、平均方差 (AVE) 提取来验证测量量表的构造效度和构造可靠性(CR)。测量量表的可靠性通过 Cronbach's alpha 分析得到验证。作者利用具有最大似然估计的结构方程建模 (SEM) 来分析预测的关系。

发现

研究结果显示了(1)事件质量对目的地形象的积极影响,(2)个人参与对目的地形象,(3)个人参与对目的地忠诚度和(4)目的地形象对目的地忠诚度的积极影响。研究结果表明事件质量和个人参与在改善目的地形象中的关键作用以及个人参与和目的地形象在建立目的地忠诚度中的重要作用。

原创性/价值

本研究 (1) 有助于体育旅游文献中最近关于目的地形象与目的地忠诚度之间关系的辩论, (2) 表明目的地形象在赛事质量和目的地之间的关系中没有中介作用忠诚度、个人参与度和目的地忠诚度。

更新日期:2021-05-05
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