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Do Sport Tourism Events Have a Brand Image

In: Business and Management

Submitted By stefanor
Words 3446
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DO SPORT TOURISM EVENTS HAVE A BRAND IMAGE?
Kyriaki Kaplanidou Ph.D. Candidate Michigan State University Department of Community, Agriculture, Recreation and Resources Studies 131 Natural Resources Building East Lansing, MI 48824 kaplanid@msu.edu Christine Vogt Michigan State University 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. golf, jogging and hiking is booming (de Villier, 2001). For example, sport travel generated $2.4 billion spending in Canada while the total person-trips related to sport travel (over 80 km) was 11,982,000 in 2004 (Canadian Sport Tourism Alliance 2006). Despite the importance of sport tourism events as a marketing vehicle to promote a destination, research on sport tourism events’ image is scarce. Studies have used brand personality scales or adjectives to measure the image of a sporting event and its similarities to sponsor brands (e.g., Ferrand & Pages 1996, Gwinner & Eaton 1999, Musante et al. 1999),

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