A strategic tourism marketing framework for sports mega events: The case of Athens Classic (Authentic) Marathon

Georgia Zouni, Popi Markogiannaki and Ioanna Georgaki
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Georgia Zouni: 121344University of Piraeus, Greece
Popi Markogiannaki: 68992Hellenic Open University, Greece
Ioanna Georgaki: 3120Heriot-Watt University, UK

Tourism Economics, 2021, vol. 27, issue 3, 466-481

Abstract: The purpose of this study is to examine the relationship between destination image, event image and satisfaction in the context of a mega event, the 34 Authentic Marathon of Athens (Greece). In particular, the present study investigates whether (a) the evaluation of the destination influences positively the level of satisfaction and intention to revisit the destination, (b) the evaluation of the event influences positively the level of satisfaction and intention to revisit the destination and (c) the level of satisfaction influences positively the intention to revisit the destination. A survey took place among sport tourists ( n = 241) during and after the end of the event. Results indicate that the evaluation of the event and of the destination is much related to the level of satisfaction. Moreover, the three variables (destination image, event image and satisfaction) are found to have a significant effect on the intention to revisit the destination.

Keywords: destination image; event image; marathons as sports events; marketing of marathons; satisfaction; sports tourism (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:sae:toueco:v:27:y:2021:i:3:p:466-481

DOI: 10.1177/1354816619898074

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