KOREASCHOLAR

THE IMPACT OF SUSTAINABLE MARKETING ACTIVITIES ON TOURISTS' BEHAVIORAL INTENTIONS: THE MEDIATING ROLE OF EVENT IMAGE AND PERCEIVED VALUE

Vera Butkouskaya, Junfeng Wang
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/422983
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Global Marketing Conference
2023 Global Marketing Conference at Seoul (2023.07)
pp.991-992
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

The research aims to estimate the role of SMAs implementation in impacting event image, commemorative product perceived value, and TBIs in the context of sports tourism events. Additionally, this study analyzes the effects of perceived value and event image on TBIs. This article focuses on the following research questions: (1) What is the SMAs' influence on TBIs? (2) What is the impact of SMAs on event image and commemorative product perceived value? (3) What is the role of event image and product perceived value in the relationships between SMAs and TBIs in the sports tourism context? The data collection was done during the Beijing Winter Olympic Games to address the research goals. The study examines the data from 315 valid questionnaires from tourists in the Chinese market by SEM (structural equation modeling).

Keyword
Sustainable marketing activitiesSports tourismEvent imagePerceived valueBehavioral intentions
Author
  • Vera Butkouskaya(HSE University, Russia Federation)
  • Junfeng Wang(Autonomous University of Barcelona, Spain)