A strategic tourism marketing framework for sports mega events: The case of Athens Classic (Authentic) Marathon

Autor:	Popi Markogiannaki, Georgia Zouni, Ioanna Georgaki
Rok vydání:	2020
Předmět:	Tourism marketing History Event (computing) 05 social sciences Geography Planning and Development Advertising Context (language use) Destination image Mega Tourism Leisure and Hospitality Management 0502 economics and business 050211 marketing 050212 sport leisure & tourism Sports tourism
Zdroj:	Tourism Economics. 27:466-481
ISSN:	2044-0375 1354-8166
DOI:	10.1177/1354816619898074
Popis:	The purpose of this study is to examine the relationship between destination image, event image and satisfaction in the context of a mega event, the 34 Authentic Marathon of Athens (Greece). In particular, the present study investigates whether (a) the evaluation of the destination influences positively the level of satisfaction and intention to revisit the destination, (b) the evaluation of the event influences positively the level of satisfaction and intention to revisit the destination and (c) the level of satisfaction influences positively the intention to revisit the destination. A survey took place among sport tourists ( n = 241) during and after the end of the event. Results indicate that the evaluation of the event and of the destination is much related to the level of satisfaction. Moreover, the three variables (destination image, event image and satisfaction) are found to have a significant effect on the intention to revisit the destination.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::10c6b746a948ed4160327348d1f92db8 https://doi.org/10.1177/1354816619898074 Zobrazit plný text záznamu