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Images of rural destinations hosting small‐scale sport events

Images of rural destinations hosting small‐scale sport events Purpose – The purpose of this paper is to analyse quantitative and qualitative image aspects of destinations hosting a small‐scale sport event, as perceived by spectators and participants. Design/methodology/approach – A survey was conducted at different sport events hosted by destinations in a rural setting. The data are analysed using confirmatory factor analyses and correspondence analyses. Findings – The results suggest several differences between the image perception of participants and spectators. These can be attributed to different levels of involvement, which is very high for participants. The perception of the qualitative image aspects showed that unique features were associated with the destination, such as sport themes or organizational aspects of the sport event visited. Further, it is shown that the quantitatively measured indicators of affective destination image have a great influence on the image of rural sport event tourism destinations. Research limitations/implications – A research limitation could arise due to the sample, as almost all sport tourists were German. A more international sample might have shown different results. Future research should analyse samples of different sports, concluding whether the sport performed also influences behaviour. Practical implications – For marketing communications it is essential to utilise emotions to promote the destination, as they are a very essential element of destinations hosting sport events. Originality/value – This research contributes to the understanding of images held by spectators and participants of small‐scale sport events hosted in rural destinations. The value is the large sample, consisting of various rural destinations, which allows for general patterns of the perceived image to be drawn. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Event and Festival Management Emerald Publishing

Images of rural destinations hosting small‐scale sport events

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References (63)

Publisher
Emerald Publishing
Copyright
Copyright © 2011 Emerald Group Publishing Limited. All rights reserved.
ISSN
1758-2954
DOI
10.1108/17582951111170290
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to analyse quantitative and qualitative image aspects of destinations hosting a small‐scale sport event, as perceived by spectators and participants. Design/methodology/approach – A survey was conducted at different sport events hosted by destinations in a rural setting. The data are analysed using confirmatory factor analyses and correspondence analyses. Findings – The results suggest several differences between the image perception of participants and spectators. These can be attributed to different levels of involvement, which is very high for participants. The perception of the qualitative image aspects showed that unique features were associated with the destination, such as sport themes or organizational aspects of the sport event visited. Further, it is shown that the quantitatively measured indicators of affective destination image have a great influence on the image of rural sport event tourism destinations. Research limitations/implications – A research limitation could arise due to the sample, as almost all sport tourists were German. A more international sample might have shown different results. Future research should analyse samples of different sports, concluding whether the sport performed also influences behaviour. Practical implications – For marketing communications it is essential to utilise emotions to promote the destination, as they are a very essential element of destinations hosting sport events. Originality/value – This research contributes to the understanding of images held by spectators and participants of small‐scale sport events hosted in rural destinations. The value is the large sample, consisting of various rural destinations, which allows for general patterns of the perceived image to be drawn.

Journal

International Journal of Event and Festival ManagementEmerald Publishing

Published: Oct 11, 2011

Keywords: Tourism; Sporting events; Rural regions; Image research; Sport tourism; Sport spectators; Sport participants

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