Abstract
Hosting tournaments and other hockey-related activities have been hailed as important drivers of tourist dollars for many regions across Canada. The competition to attract teams to participate in tournaments, which benefit the tournament organizers and the communities in which they reside, is considerable. Consequently, the purpose of the study was to identify the characteristics of a preferred tournament experience from the perspective of representative (rep) hockey parents from Ontario's Greater Golden Horseshoe Region. Specifically, these characteristics were considered through a brand management lens by focusing on brand associations related to tournament offerings. To investigate the current study, 30 interviews were conducted using a laddering interview technique. Findings indicate that there are four attributes that influence a tournament brand including: competition, tournament operations, accommodations, and travel requirements. Further, six benefits derived from these attributes emerged: bonding, fun, parity, value, life skills, and time management.
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