A study of event brand image, destination image, event, and destination loyalty among international sport tourists

Abstract

ABSTRACT Research questions Sport management researchers have utilized the concept of brand image to understand sport consumers’ experiences. However, this concept has rarely been applied in a participatory sport event context. In this study, we proposed a conceptual framework of event brand image for distance running events, and explored how international sport tourists’ perceived event brand image generates event and destination loyalty. Research methods The data of the study were collected from international participants (N = 441) of 36th Reykjavik Marathon in 2019. Of the respondents, 52.6% were male, 73.3% aged between 30 and 59 years old, and 84.6% held a bachelor’s degree or higher. Most of the respondents (91.2%) came from Europe and North America. A behavioral profile revealed that 48.4% of respondents ran the full marathon, 36.3% the half marathon, 13.9% the 10 km, and 1.5% the 3 km. Results and findings The results indicate that three attributes (i.e. course, organization, and atmosphere) and two benefits (i.e. achievement and escape) were positively associated with participants’ event attitude. Event attitude was directly positively associated with event loyalty, destination image, and destination loyalty. Finally, destination image mediated the relationships between event attitude and event loyalty, and between event attitude and destination loyalty. Implications This study contributes to the literature by applying a conceptual framework of brand image in a participatory sport event context, and identifying the mediating role of the destination image.