Do sport tourism events have a brand image?

Abstract

Sport tourism events are used by destinations to enhance their image. The components of an event's brand image, however, have not been well studied. Keller (1993) suggested that brand image consists of brand associations featuring attributes, benefits, and attitudes toward the "product." Understanding these brand associations will help determine those elements that constitute a sport tourism event's image. This study aimed to measure a sport tourism event's brand image associations from the participants' perspective. The sport tourism event utilized in this research was an annual bicycling event in the state of Michigan. To explore the brand image associations bicyclists have about sport tourism events, two focus groups were used. The results revealed the image of a sport tourism event consists of mental imageries related to organization, environment, physical activity, socialization, fulfillment and emotions. Implications for both event and destination marketers are discussed.

Parent Publication

• Proceedings of the 2006 Northeastern Recreation Research Symposium

Citation

Kaplanidou, Kyriaki; Vogt, Christine. 2007. Do sport tourism events have a brand image?. In: Burns, R.; Robinson, K., comps. Proceedings of the 2006 Northeastern Recreation Research Symposium; 2006 April 9-11; Bolton Landing, NY. Gen. Tech. Rep. NRS-P-14. Newtown Square, PA: U.S. Department of Agriculture, Forest Service, Northern Research Station: 2-7.