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 language | English |
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Pages (from-to) | 506–517 |
Journal | Journal of Sport Management |
Volume | 33 |
Issue number | 6 |
DOIs | |
Publication status | Published - 30 Nov 2019 |
Bibliographical note
Accepted author manuscript version reprinted, by permission, fromJournal 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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Adam Jones
- School of Business and Law - Programme Director Help to Grow Mgmt
- Business and Economic Change Research Excellence Group
- Tourism, Inclusion, Events and Society Research Excellence Group
Person: Academic