Abstract
This study examines the relationship between destination image and attendance at professional hockey games. Thirteen destination image attributes were selected to measure the influence of destination image on the decision to attend road games of the Carolina Hurricanes. The study was conducted at the RBC Center in Raleigh, North Carolina, during a weekday home game and a weekend home game. Fans of differing levels of team identification were surveyed. The different levels of team identification ranged from season ticket holders to mini plan purchasers to game day purchasers. The results of the study indicated that destination image is a predictor of attendance at road games. Attributes, in particular, that were stronger influences on destination image included weather, cost, safety and hospitality. There were also no differences between weekday attendees and weekend attendees. However, fans who were season ticket holders or game day purchasers were influenced by destination image when deciding to travel to road games whereas mini plan purchasers were not.
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