Relationships among Behavioral Intentions, Cognitive Event and Destination Images among Different Geographic Regions of Olympic Games Spectators

Abstract

Sport tourism can arise from the unique interaction of people, places and activities (Weed, 2005). Consequently the characteristics of the place and the activity could influence sport tourists' behaviors. Given the international appeal of a mega event such as the Olympic Games, consideration should be given to spectators' geographic origins and how these impact the relationship and formation of event and destination images as well as spectators' behavioral intentions. This study aims: (a) to examine the impact of spectators' geographic regions on cognitive event and destination image perceptions and also on their intentions to revisit the destination; and (b) to test and quantify the impact of event image on destination image. Past experience with the destination and the event was controlled to account for differences between spectators from different geographic regions. Data were collected through onsite surveys from Olympic Games spectators who traveled to attend the event. MANCOVA and regression were used for the analysis. Differences were found between spectators from European and North American spectators on destination images related to the destination's local attractions and between Asians, Europeans and North Americans on event images related to Olympic Games infrastructure and organization. Spectators from different geographic regions did not differ in their intentions to revisit the hosting destination. However, their past experience with the destination was a significant predictor of their intentions. Regarding the relationship between event and destination images, certain aspects of the event image impacted cognitive destination images. Theoretical and practical implications are provided for event and destination marketers.