IDEAS home Printed from https://ideas.repec.org/a/sae/toueco/v27y2021i3p466-481.html
   My bibliography  Save this article

A strategic tourism marketing framework for sports mega events: The case of Athens Classic (Authentic) Marathon

Author

Listed:
  • Georgia Zouni

    (121344University of Piraeus, Greece)

  • Popi Markogiannaki

    (68992Hellenic Open University, Greece)

  • Ioanna Georgaki

    (3120Heriot-Watt University, UK)

Abstract

The purpose of this study is to examine the relationship between destination image, event image and satisfaction in the context of a mega event, the 34 Authentic Marathon of Athens (Greece). In particular, the present study investigates whether (a) the evaluation of the destination influences positively the level of satisfaction and intention to revisit the destination, (b) the evaluation of the event influences positively the level of satisfaction and intention to revisit the destination and (c) the level of satisfaction influences positively the intention to revisit the destination. A survey took place among sport tourists ( n = 241) during and after the end of the event. Results indicate that the evaluation of the event and of the destination is much related to the level of satisfaction. Moreover, the three variables (destination image, event image and satisfaction) are found to have a significant effect on the intention to revisit the destination.

Suggested Citation

  • Georgia Zouni & Popi Markogiannaki & Ioanna Georgaki, 2021. "A strategic tourism marketing framework for sports mega events: The case of Athens Classic (Authentic) Marathon," Tourism Economics, , vol. 27(3), pages 466-481, May.
    • Handle: RePEc:sae:toueco:v:27:y:2021:i:3:p:466-481
    DOI: 10.1177/1354816619898074
    as

    Download full text from publisher

    File URL: https://journals.sagepub.com/doi/10.1177/1354816619898074
    Download Restriction: no
    File URL: https://libkey.io/10.1177/1354816619898074?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Xiaoyan Xing & Laurence Chalip, 2006. "Effects of Hosting a Sport Event on Destination Brand: A Test of Co-branding and Match-up Models," Sport Management Review, Taylor & Francis Journals, vol. 9(1), pages 49-78, January.
    2. Christian Dragin‐Jensen & Grzegorz Kwiatkowski, 2019. "Image interplay between events and destinations," Growth and Change, Wiley Blackwell, vol. 50(1), pages 446-469, March.
    3. Xing, Xiaoyan & Chalip, Laurence, 2006. "Effects of Hosting a Sport Event on Destination Brand: A Test of Co-branding and Match-up Models," Sport Management Review, Elsevier, vol. 9(1), pages 49-78, May.
    4. Brown, Graham & Smith, Andrew & Assaker, Guy, 2016. "Revisiting the host city: An empirical examination of sport involvement, place attachment, event satisfaction and spectator intentions at the London Olympics," Tourism Management, Elsevier, vol. 55(C), pages 160-172.
    5. Yi-De Liu, 2017. "Quality of Life as Event Legacy: an Evaluation of Liverpool as the 2008 European Capital of Culture," Applied Research in Quality of Life, Springer;International Society for Quality-of-Life Studies, vol. 12(3), pages 653-670, September.
    6. Ribeiro, Manuel Alector & Pinto, Patricia & Silva, João Albino & Woosnam, Kyle M., 2017. "Residents’ attitudes and the adoption of pro-tourism behaviours: The case of developing island countries," Tourism Management, Elsevier, vol. 61(C), pages 523-537.
    7. Martinette Kruger & Melville Saayman & Suria Ellis, 2012. "Determinants of Visitor Spending: An Evaluation of Participants and Spectators at the Two Oceans Marathon," Tourism Economics, , vol. 18(6), pages 1203-1227, December.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Watchara Chiengkul & Patcharaporn Mahasuweerachai & Chompoonut Suttikun, 2022. "Do Charity or Non-Charity Sporting Events Have a Greater Influence on Participants’ Warm Glow?: An Experimental Survey," Sustainability, MDPI, vol. 14(24), pages 1-10, December.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Isaac Taberner & Albert Juncà, 2021. "Small-Scale Sport Events as Place Branding Platforms: A Content Analysis of Osona’s Projected Destination Image through Event-Related Pictures on Instagram," Sustainability, MDPI, vol. 13(21), pages 1-21, November.
    2. Haimeng Ding & Kuang-Peng Hung & Norman Peng & Annie Chen, 2021. "Experiential Value of Exhibition in the Cultural and Creative Park: Antecedents and Effects on CCP Experiential Value and Behavior Intentions," Sustainability, MDPI, vol. 13(13), pages 1-15, June.
    3. Dongfeng Liu & Chris Gratton, 2010. "The Impact of Mega Sporting Events on Live Spectators' Images of a Host City: A Case Study of the Shanghai F1 Grand Prix," Tourism Economics, , vol. 16(3), pages 629-645, September.
    4. Eko Nursanty & Atik Suprapti & Joesron Alie Syahbana, 2017. "The application of tourist gaze theory to support city branding in the planning of the historic city Surakarta, Indonesia," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 13(3), pages 223-241, August.
    5. Oshimi, Daichi & Harada, Munehiko, 2019. "Host residents’ role in sporting events: The city image perspective," Sport Management Review, Elsevier, vol. 22(2), pages 263-275.
    6. Christian Dragin-Jensen, 2016. "Mutual Image Impacts of Events and Host Destinations: What We Know From Prior Research," Working Papers 122/16, University of Southern Denmark, Department of Sociology, Environmental and Business Economics.
    7. Christina Fischer & Rüdiger Hamm, 2019. "Football clubs and regional image [Fußballvereine und regionales Image]," Review of Regional Research: Jahrbuch für Regionalwissenschaft, Springer;Gesellschaft für Regionalforschung (GfR), vol. 39(1), pages 1-23, February.
    8. Àngela Elisa Aguiló-Lemoine & Francisco Rejón-Guardia & María Antonia García-Sastre, 2020. "Congruence Effects on the Effectiveness of Sponsorship of Sport Event Websites: An Experimental Approach," Sustainability, MDPI, vol. 12(19), pages 1-17, October.
    9. Andrea Lucarelli, 2018. "Co-branding public place brands: towards an alternative approach to place branding," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 14(4), pages 260-271, November.
    10. Cheng-Jong Lee, 2014. "Effects of sport mega-events on city brand awareness and image: using the 2009 world games in Kaohsiung as an example," Quality & Quantity: International Journal of Methodology, Springer, vol. 48(3), pages 1243-1256, May.
    11. Tommasina Pianese, 2017. "Il Relationship Marketing Negli Eventi Sportivi Professionistici: Il Ruolo Dei Promotori E Degli Organizzatori," Rivista di Diritto ed Economia dello Sport, Centro di diritto e business dello Sport, vol. 13(2), pages 127-151, settembre.
    12. Xu, Yueying Hazel & Wong, IpKin Anthony & Tan, Xiuchang Sherry, 2016. "Exploring event bundling: The strategy and its impacts," Tourism Management, Elsevier, vol. 52(C), pages 455-467.
    13. Kenyon, James Andrew & Bodet, Guillaume, 2018. "Exploring the domestic relationship between mega-events and destination image: The image impact of hosting the 2012 Olympic Games for the city of London," Sport Management Review, Elsevier, vol. 21(3), pages 232-249.
    14. Hallmann, Kirstin, 2012. "Women's 2011 Football World Cup: The impact of perceived images of women's soccer and the World Cup 2011 on interest in attending matches," Sport Management Review, Elsevier, vol. 15(1), pages 33-42.
    15. Tan Vo-Thanh & Valentina Kirova & Roxane Daréous, 2014. "L'organisation d'un méga-événement sportif et l'image touristique de la ville hôte : Une perspective par le concept de transfert d'image," Post-Print hal-02544965, HAL.
    16. Natalie Bragança Düsenberg & Victor Manoel Cunha de Almeida & João Guilherme Barbosa de Amorim, 2016. "The Influence of Sports Celebrity Credibility on Purchase Intention: The Moderating Effect of Gender and Consumer Sports-Involvement," Brazilian Business Review, Fucape Business School, vol. 13(Special I), pages 1-21, November.
    17. Ted Hayduk, 2019. "Leveraging sport mega events for international entrepreneurship," International Entrepreneurship and Management Journal, Springer, vol. 15(3), pages 857-881, September.
    18. Brown, Graham & Smith, Andrew & Assaker, Guy, 2016. "Revisiting the host city: An empirical examination of sport involvement, place attachment, event satisfaction and spectator intentions at the London Olympics," Tourism Management, Elsevier, vol. 55(C), pages 160-172.
    19. Ahrholdt, Dennis C. & Gudergan, Siegfried P. & Ringle, Christian M., 2019. "Enhancing loyalty: When improving consumer satisfaction and delight matters," Journal of Business Research, Elsevier, vol. 94(C), pages 18-27.
    20. Lisa Dang & Jan Weiss, 2021. "Evidence on the Relationship between Place Attachment and Behavioral Intentions between 2010 and 2021: A Systematic Literature Review," Sustainability, MDPI, vol. 13(23), pages 1-19, November.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:sae:toueco:v:27:y:2021:i:3:p:466-481. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: SAGE Publications (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.