Revisiting the host city: Examining event quality, host city evaluation, place attachment and destination brand equity from the spectators at the Konya Islamic Games 2022

Abstract

This study aims to investigate the correlation among event quality, host city evaluation, place attachment, destination brand equity, and visitors’ attitudinal intention. Structural equation modeling was employed to test the proposed hypotheses. The data were collected through convenience sampling from 392 spectators who attended the Islamic Solidarity Games 2022, Konya. The results show that event quality positively affects host city evaluation and revisit attitude, while it negatively affects destination brand equity and place attachment. Furthermore, host city evaluation positively affects destination brand equity, place attachment and revisit attitude and has a mediating role between event quality, destination brand equity and place attachment. On the other hand, the results show that there is negative effect of place attachment and destination brand equity on revisit attitude. This research is important in terms of examining the relationship between destination brand equity, brand loyalty and event quality variables since these variables are factors that directly affect visitor experience and behavior. This study makes a theoretical contribution as it investigates different theories and variables in a different context, confirms and updates existing theories and reflects the positive and negative relationships between variables. A more detailed understanding of the relationship between event and destination can guide decision makers to develop more effective strategies.