体育旅游中的可持续营销活动、赛事形象、感知价值与游客行为意向

Junfeng Wang, Vera Butkouskaya
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引用次数: 2

摘要

目的构建北京冬奥会体育旅游背景下可持续营销活动、赛事形象、纪念产品感知价值与游客行为意向的影响机制模型。此外,文章还讨论了事件形象和产品感知价值在增强品牌管理协会对tbi的影响中的作用。设计/方法/方法本研究采用结构方程模型对315份来自中国市场游客的有效问卷进行分析。结果表明,体育旅游品牌对体育旅游事件形象、游客感知的纪念产品价值和tbi有正向影响。同时,事件形象和产品感知价值在sma和tbi关系中起中介作用。研究局限/启示考虑到战略管理机构是可持续发展的必要条件,本文为战略管理学科做出了贡献。此外,本研究拓展了品牌理论和顾客行为研究中对事件形象和产品感知价值的分析。实践意义本文概述了实施sma在增强行为意图方面的主要价值。同时,良好的事件形象和良好的感知价值可以增强SMAs对tbi,尤其是购买意向的正向影响。它为非营利组织在营销策略中优先考虑sma的实施提供了一个新的视角。原创性/价值这是一项开创性的工作,为体育旅游背景下的sma实施提供了一个复杂的研究框架。
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Sustainable marketing activities, event image, perceived value and tourists’ behavioral intentions in the sports tourism
PurposeThis study constructs the influence mechanism model of sustainable marketing activities (SMAs), event image, commemorative product perceived value and tourists’ behavioral intentions (TBIs) in the sports tourism context of the Beijing Winter Olympic Games. Additionally, the article discusses the role of event image and product perceived value in enhancing the SMAs’ effect on TBIs.Design/methodology/approachThe research analyzed 315 valid questionnaires from tourists in the Chinese market by structural equation modeling.FindingsThe results indicate that SMAs positively impact sports tourism event image, tourists’ perceived commemorative product value and TBIs. Meanwhile, event image and product perceived value mediate the SMAs and TBIs relationship.Research limitations/implicationsConsidering SMAs as essential for sustainable development, this paper contributes to the strategic management discipline. Additionally, the research expands the analysis of event image and product perceived value in the brand theory and customer behavior research.Practical implicationsThe article outlines the principal value of SMAs implementation in enhancing behavioral intentions. It also reveals that a favorable event image and good perceived value can enhance SMAs’ effectiveness toward positively influencing TBIs, especially purchase intentions. It provides a new vision for nonprofit organizations to prioritize SMAs’ implementation in marketing strategies.Originality/valueIt is pioneering work with a complex research framework for SMAs implementation in the sports tourism context.
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来源期刊
Journal of Economics, Finance and Administrative Science
Journal of Economics, Finance and Administrative Science Economics, Econometrics and Finance-Economics, Econometrics and Finance (all)
CiteScore
5.10
自引率
20.80%
发文量
23
审稿时长
12 weeks
期刊介绍: The Universidad ESAN, with more than 50 years of experience in the higher education field and post graduate studies, desires to contribute to the academic community with the most outstanding pieces of research. We gratefully welcome suggestions and contributions from business areas such as operations, supply chain, economics, finance and administration. We publish twice a year, six articles for each issue.
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