Active sport event participants' behavioural intentions: Leveraging outcomes for future attendance and visitation. (January 2021)

• Record Type: Journal Article
• Authors: Newland, Brianna L; Yoo, Joanne Jung-Eun
• Is Part Of: Journal of vacation marketing. Volume 27:Number 1(2021)
• Page Start: 32
• Page End: 44
• Publication Date: 2021-01
• Subjects: Active sport events -- active sport tourism -- behavioural intention -- cross-leverage -- destination marketing -- leverage; Hospitality industry -- Marketing -- Periodicals; Travel -- Marketing -- Periodicals; Tourism -- Marketing -- Periodicals; 338.4791
• DOI: 10.1177/1356766720948249
• Languages: English
• ISSNs: 1356-7667

Abstract

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.