Email this article 
Hide
Show all
Original Research
The key antecedent and consequences of destination image in a mega sporting event
Submitted: 04 March 2019 | Published: 18 November 2019
About the author(s)
Yunduk Jeong, Department of Sport Management, Kyonggi University, Suwon, Korea, Republic ofSuk-Kyu Kim, Department of Sport Science, Dongguk University Gyeongju, Gyeongju, Korea, Republic of
Abstract
Background: One of the major challenges for marketing managers in the tourism industry faces is to improve destination image because of its huge impact on satisfaction and recommendation intentions. In this study, we identified event quality of mega sport events as a key antecedent that influences destination image.
Objective: This study was undertaken to investigate the structural relationships between event quality, destination image, tourist satisfaction and recommendation intention with emphasis on the mediating effect of tourist satisfaction on relations between destination image and recommendation intention in the context of mega-scale sporting events.
Method: Responses obtained from 342 international tourists visiting Pyeongchang, South Korea were collected and analysed. The validity and reliability of the involved measures were examined through conducting confirmatory factors, Cronbach’s alpha, and correlation analyses. A structural equation modelling analysis was conducted to investigate the relationships between the research variables.
Results: The results were: (1) Event quality is a critical factor in influencing destination image, (2) destination image acts as an antecedent of tourist satisfaction and recommendation intention, (3) tourist satisfaction leads to recommendation intention and (4) tourist satisfaction partially mediates the relationship between destination image and recommendation intention. The practical implications were: (1) Destination marketers should utilise the Olympic legacy, (2) destination marketers should actively use social media to improve the destination image, and (3) local authorities should improve accessibility of destination through the construction of transportation infrastructure.
Conclusion: It is meaningful to: (1) include event quality in tourism destination image-satisfaction-behavioural intentions models, (2) mega sporting events should be considered important aspects of marketing strategies aimed at improving destination image and its relevant variables and (3) we reveal empirical evidence that tourist satisfaction partially mediates the relation between destination image and recommendation intention. Accordingly, this article provides a step towards a richer and more inclusive understanding of destination marketing strategies.
Keywords
Metrics
Total abstract views: 6794Total article views: 8206
Crossref Citations
1. 지역사회 발전을 위한 국내 스포츠이벤트의 핵심성공요인 분석: 델파이 기법을 활용하여*
윤덕 정
The Korean Journal of Physical Education vol: 62 issue: 1 first page: 359 year: 2023
doi: 10.23949/kjpe.2023.1.62.1.25
2. Impact of a sports mega-event on the perception of the image of a tourist destination
Yana Rozhda, Marina Sheresheva
BRICS Journal of Economics vol: 2 issue: 2 first page: 53 year: 2021
doi: 10.38050/2712-7508-2021-2-4
3. How event quality affects satisfaction and revisit intention from the theory of planned behaviour
Xuexin Liu, Jaffry Zakaria, Omar F. Mohd Said
South African Journal of Business Management vol: 55 issue: 1 year: 2024
doi: 10.4102/SAJBM.v55i1.4727
4. Exploring the Effects of Risk Perceptions and Depression of Young Travelers on Destination Trust in the COVID-19 Pandemic
Vuong Le Hong, Liwei Hsu
Journal of Quality Assurance in Hospitality & Tourism vol: 26 issue: 5 first page: 1089 year: 2025
doi: 10.1080/1528008X.2023.2278633
5. Mapping the knowledge structure and emerging themes in Olympic-related tourism research: a bibliometric analysis
Joonoh Jeong, Bryan Weisheng Chiu, Doyeon Won
Journal of Sport & Tourism first page: 1 year: 2026
doi: 10.1080/14775085.2026.2689393
6. The decision-making determinants of sport tourists: a meta-analysis
Zichao Chen, Shanshan Li, Qianjin Wu, Zhusheng Wu, Shuang Xin
Current Issues in Tourism vol: 26 issue: 12 first page: 1894 year: 2023
doi: 10.1080/13683500.2022.2077175
7. Exploring the Festival Attendees’ Experiences on Social Media: A Study on the Guangzhou International Light Festival
Shuhua Yin, Chengzhou Fu, Guangquan Dai
Sage Open vol: 13 issue: 1 year: 2023
doi: 10.1177/21582440221145154
8. The Relationships between Sport Spectators’ Experience, Destination Image, Event Image, and Behavioral Intention: The Case of the 18th FINA World Aquatics Championships
Doosik Min, Wanyoung Lee
IJASS(International Journal of Applied Sports Sciences) first page: 183 year: 2022
doi: 10.24985/ijass.2022.34.2.183
9. From Rhetoric to Practice: Stakeholder Engagement as a Driver of Green Event Success: A Systematic Literature Review
Ira Brunchilda Hubner, Myrza Rahmanita, Surya Fadjar Boediman
KnE Social Sciences vol: 10 issue: 29 first page: 373 year: 2025
doi: 10.18502/kss.v10i29.20280
10. Destination image and revisit intentions: a mediation-moderation study through tourist satisfaction and place attachment
Urooj Zulfiqar, Attia Aman-Ullah, Waqas Mehmood, Hacharanjit Singh
Global Knowledge, Memory and Communication vol: 75 issue: 5-6 first page: 2462 year: 2026
doi: 10.1108/GKMC-01-2024-0023
11. Exploring interrelationships between event attitude and destination image and loyalty of international sports
Ruşen Akdemir, Pınar Yalçınkaya Akdemir
Journal of Sport & Tourism first page: 1 year: 2026
doi: 10.1080/14775085.2026.2673305
12. From crisis to recovery: The dynamic transformation of Wuhan's destination image and the power of affective memories
Jingru Zhang (张静儒), Yuanyuan Shi (施媛媛)
Journal of Vacation Marketing year: 2025
doi: 10.1177/13567667241300764
13. Reliving past experience: memory and rural tourism destination image as predictors of place attachment
Zhiwei Li, Zhifeng Zhao
Asia Pacific Journal of Tourism Research vol: 26 issue: 12 first page: 1402 year: 2021
doi: 10.1080/10941665.2021.1985545
14. Structural Relationships among Perceived Sporting Event Quality, Image, Trust, Satisfaction, and Loyalty of Small-scale Golf Tournament Participants : A Case of Korea Family Golf Challenge
Doo-Sik Min, Sung-Hee Woo
Korean Journal of Sport Science first page: 306 year: 2023
doi: 10.24985/kjss.2023.34.2.306
15. Research on the framework of sports event management system of colleges and universities based on big data
Yi Xie, Shuqing Guo, Shuling Wang
Applied Mathematics and Nonlinear Sciences vol: 9 issue: 1 year: 2024
doi: 10.2478/amns-2024-1131
16. Event city congruence and behavioural intentions: insights from the Oran 2022 Mediterranean games
Yasmine Ait Challal, Kamila Ait-Yahia Ghidouche, Faouzi Ghidouche
Journal of Policy Research in Tourism, Leisure and Events vol: 18 issue: 2 first page: 638 year: 2026
doi: 10.1080/19407963.2024.2369072
17. Mevlevi Sema Ceremonies as a cultural attraction: impact on visitor motivation and revisit decisions
Hasan Ali Erdoğan, Yalçın Tükel, Andaç Akçakese, Dallen J. Timothy
International Journal of Event and Festival Management vol: 16 issue: 3 first page: 449 year: 2025
doi: 10.1108/IJEFM-10-2024-0140
18. The Manta mystique: Destination image and its effect on tourist citizenship behavior and willingness to sacrifice
Rauny Limonta, Felipe Ruiz-Moreno, Attia Abdelkader Ali, Luigi Zingone
Journal of Vacation Marketing vol: 32 issue: 2 first page: 355 year: 2026
doi: 10.1177/13567667241274548
19. Impact of Perceived Social Apathy on Tourists’ Behavioral Intentions
Mehdi Karoubi, Sajad Ferdowsi
Leisure Studies vol: 40 issue: 5 first page: 628 year: 2021
doi: 10.1080/02614367.2021.1888308
20. Research on the impact of sports event image on tourism loyalty in heritage sites: An empirical study based on the Yongding Tulou marathon
Juan Du, Guifeng Zheng, Jingxuan Liang, Yongqiang Ma, Vincenzo Basile
PLOS One vol: 20 issue: 6 first page: e0326333 year: 2025
doi: 10.1371/journal.pone.0326333