Exploring Destination Image, Experience and Revisit Intention: A Comparison of Sport and Non-Sport Tourist Perceptions

Abstract

Despite calls for an integrative approach to examine sport event tourism, few attempts have combined sport event and tourism destination studies. This paper addresses this gap by examining travel purpose, destination image and revisit intention. Ratings of importance and performance for the 16 attributes of a destination hosting the European Athletics Championship are used to compare between sport tourist (N ¼ 153) and non-sport tourist (N ¼ 168) with revisit intention. Results support the use of a generic list of 16 destination attributes to examine travel purpose and reveal that sport and non-sport tourists possess both similar and dissimilar perspectives. Major differences were found among three attributes: accommodation facilities, historic/ cultural attractions and sport facilities & activities. Results highlight the influential role that destination evaluation has on revisit intention. Managerial implications are discussed, providing suggestions to sport and tourism marketers.