Motivational Antecedents, Value Co-Creation Process, and Behavioral Consequences in Participatory Sport Tourism

Xiaowei Jiang,Qian Yang,Jerónimo García-Fernández,Kyungyeol (Anthony) Kim,Andrew Kim,James J Zhang

doi:10.3390/su13179916

Abstract

This study was designed to examine the structural relationships among tourists’ participation motivations, the value co-creation process (VCCP), and value co-creation behavior (VCCB) in terms of in-role and extra-role contributions. Based on a comprehensive review of literature, participation motivations were measured with four constructs, including need for uniqueness, need for self-control, need for social interaction, and need for leisure and entertainment. Research participants (N = 445) who had participated in two or more marathon events in China were recruited to respond to an on-site or online survey. Conducting structural equation modeling analyses, three motivational factors of need for uniqueness, need for social interaction, and need for leisure and entertainment were found to exert significant (p < 0.05) and positive impact on VCCP, which in turn had significant (p < 0.05) influence on in-role and extra-role contributions associated with VCCB. Discussions are centered on promoting specific areas of participants’ motivations in an effort to empower and energize the process of value co-creation and to ultimately activate and sustain participants’ in-role and extra-role behaviors.

Highlights

In recent years, the sport industry in China has gained considerable growth
The value of the Chinese sport industry reached $151.5 billion, accounting for 1.1% of the annual national gross domestic product (GDP), with the growth rate being maintained at greater than 10% for ten consecutive years [2]. Both the growth rate of the total scale and the added value of the sport industry are far higher than the GDP growth rate, highlighting the tremendous potential of the sport industry overall
While outdoor individual sports provide relatively safe options for people to engage in physical activities, having participants involved in value creation for organized sport events would be a wise initiative for event managers and marketers, when resources are scarce [20]

Summary

Introduction

China’s economic and social development, with the gross domestic product (GDP) being close to $15 trillion and per capita GDP exceeding $10,000 for the first time in 2019, shows the rapid growth of middle-class residents [1]. The value of the Chinese sport industry reached $151.5 billion, accounting for 1.1% of the annual national GDP, with the growth rate being maintained at greater than 10% for ten consecutive years [2]. Both the growth rate of the total scale and the added value of the sport industry are far higher than the GDP growth rate, highlighting the tremendous potential of the sport industry overall

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Conclusion