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Beyond the Sports Event: Assessing Season-Wide Effects on Winter Vacationists’ Destination Image

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  • Ortanderl Florian

    (26541 Catholic University Eichstätt-Ingolstadt Catholic University Eichstätt-Ingolstadt Auf der Schanz 49 85049 Ingolstadt Germany)

  • Bausch Thomas

    (Munich University of Applied Sciences Department of Tourism Schachenmeierstraße 35 80636 München Germany)

Abstract

A key argument for hosting international sports events is the unparalleled promotional value they provide for the destination. However, a review of existing research reveals a diversity of perspectives: some studies focus primarily on one-off events, while others examine the effects of recurring events, some look at effects on event visitors, others on event participants. This study takes a further perspective and examines the impact of an annually hosted event on the perception of a destination by visitors during the ‘regular’ season, outside the event period. The case of Alta Badia, an Italian skiing destination that annually hosts FIS Alpine Ski World Cup races in December, was analyzed. An extended Destination Content Model was applied to data from a survey of 377 winter vacationers. Using structural equation modeling, we identified significant positive effects of the event on visitors’ destination imagery, destination affect, and their related behavioral intentions. Based on these results, we provide theoretical implications and practical recommendations for destination managers hosting recurring sports events.

Suggested Citation

  • Ortanderl Florian & Bausch Thomas, 2025. "Beyond the Sports Event: Assessing Season-Wide Effects on Winter Vacationists’ Destination Image," Zeitschrift für Tourismuswissenschaft, De Gruyter, vol. 17(2), pages 195-224.
    • Handle: RePEc:bpj:touwis:v:17:y:2025:i:2:p:195-224:n:1007
    DOI: 10.1515/tw-2025-0005
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