Abstract
Background: One of the major challenges for marketing managers in the tourism industry faces is to improve destination image because of its huge impact on satisfaction and recommendation intentions. In this study, we identified event quality of mega sport events as a key antecedent that influences destination image.Objective: This study was undertaken to investigate the structural relationships between event quality, destination image, tourist satisfaction and recommendation intention with emphasis on the mediating effect of tourist satisfaction on relations between destination image and recommendation intention in the context of mega-scale sporting events.Method: Responses obtained from 342 international tourists visiting Pyeongchang, South Korea were collected and analysed. The validity and reliability of the involved measures were examined through conducting confirmatory factors, Cronbach’s alpha, and correlation analyses. A structural equation modelling analysis was conducted to investigate the relationships between the research variables.Results: The results were: (1) Event quality is a critical factor in influencing destination image, (2) destination image acts as an antecedent of tourist satisfaction and recommendation intention, (3) tourist satisfaction leads to recommendation intention and (4) tourist satisfaction partially mediates the relationship between destination image and recommendation intention. The practical implications were: (1) Destination marketers should utilise the Olympic legacy, (2) destination marketers should actively use social media to improve the destination image, and (3) local authorities should improve accessibility of destination through the construction of transportation infrastructure.Conclusion: It is meaningful to: (1) include event quality in tourism destination image-satisfaction-behavioural intentions models, (2) mega sporting events should be considered important aspects of marketing strategies aimed at improving destination image and its relevant variables and (3) we reveal empirical evidence that tourist satisfaction partially mediates the relation between destination image and recommendation intention. Accordingly, this article provides a step towards a richer and more inclusive understanding of destination marketing strategies.
Highlights
Widespread broadband Internet access is available worldwide, and as a result, recommendations and intentions are intimately communicated by electronic word of mouth (WOM) and by subsequent ripple effects (Litvin, Goldsmith, & Pan, 2008)
The results were: (1) Event quality is a critical factor in influencing destination image, (2) destination image acts as an antecedent of tourist satisfaction and recommendation intention, (3) tourist satisfaction leads to recommendation intention and (4) tourist satisfaction partially mediates the relationship between destination image and recommendation intention
It is meaningful to: (1) include event quality in tourism destination imagesatisfaction-behavioural intentions models, (2) mega sporting events should be considered important aspects of marketing strategies aimed at improving destination image and its relevant variables and (3) we reveal empirical evidence that tourist satisfaction partially mediates the relation between destination image and recommendation intention
Summary
Widespread broadband Internet access is available worldwide, and as a result, recommendations and intentions are intimately communicated by electronic word of mouth (WOM) and by subsequent ripple effects (Litvin, Goldsmith, & Pan, 2008). Offline word of mouth communications involved interpersonal contact, and dissemination of information was slow. Murray (1991) argued that recommendations and intentions communicated by interpersonal contacts are useful sources that can reduce negative perceptions and perceived risks. Researchers in the tourism management field should consider word of mouth (WOM) intention important and understand the factors that underlie recommendation intention. One of the major challenges for marketing managers in the tourism industry faces is to improve destination image because of its huge impact on satisfaction and recommendation intentions. We identified event quality of mega sport events as a key antecedent that influences destination image
Sign-in/Register to view highlights & summary Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
