Inducing Destination Images Among International Audiences: The Differing Effects of Promoting Sport Events on the Destination Image of a City Around the World

Bob Heere, Henry Wear, Adam Jones, Tim Breitbarth, Xiaoyan Xing , Juan Luis Paramio Salcines,, Masayuki Yoshida, Inge Derom

Research output: Contribution to journalArticle

Abstract

The purpose of this study is to examine how effective the international promotion of a sport event is on changing the destination image prior to the event if the sport event lacks global popularity. The authors conducted a quasi-experimental posttest research design, in which they used promotional information of a Tour de France stage to manipulate the destination image nonvisitors (N = 3,505) from nine different nations have of the hosting city, 5 months prior to the actual event. Results show that treating the international market as a homogeneous entity might be deceptive, as the effect of the event was different from nation to nation, pending on the popularity of the event or sport in the specific nation, and whether the nation itself offered similar events.
Original languageEnglish
Pages (from-to)1- 12
Number of pages12
JournalJournal of Sport Management
DOIs
Publication statusPublished - 1 Jun 2019

Bibliographical note

Accepted author manuscript version reprinted, by permission, from
Journal of Sport Management, 2019: 1-12, https://doi.org/10.1123/jsm.2018-0101. © Human Kinetics, Inc.

Keywords

  • destination image formation
  • sport as cultural product
  • sport leverage

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