Purpose - This study constructs the influence mechanism model of sustainable marketing activities (SMAs), event image, commemorative product perceived value and tourists' behavioral intentions (TBIs) in the sports tourism context of the Beijing Winter Olympic Games. Additionally, the article...

This study was conducted to investigate the impact of exposure to sponsored events, involvement with sponsored events, and sponsor-event congruence on attitudes toward sponsor and purchase intention. The paper first reviews existing literature and then develops related hypotheses to achieve its...

Purpose - The purpose of this study is to compare measurement scales of sports fans' motivations applied to women's football. Design/methodology/approach - A survey research approach was used to collect 574 valid responses from participants in Brazil and the USA. Three prominent scales - Sport...

This article reports the results of research investigating residents' perceptions, attitudes and behavioral intention (BI) toward sports festivals and special events (FSE) from a pre-event perspective. A structural equation modeling (SEM) was utilized. Two sets of theoretical frameworks have...

We analyse the spatial attendance spillover applying spatial panel-data models with the Italian Football League data from 2001/2002 to 2016/2017. Our Quasi-Maximum Likelihood empirical results suggest that no significant spatial interaction was evident in earlier seasons (2001-2013), but modest...

The COVID-19 pandemic swept fans out of the stadiums, but matches continued to be played in most major football leagues. We make use of this natural experiment to investigate if home field advantage disappears when the home team is not supported by the fans. Focusing on four top European...

Some studies have examined ticket sales in the context of a sporting event. However, only a few have investigated the determinants of ticket prices, and, to date, none have done so in the context of a multidisciplinary sports mega-event. This study examines this complex paradigm through the case...

Purpose This study analyzes the impact of sports social media on a country regarding three international events connected to the brand Spain. It examines (1) the use and importance of various social media platforms in sports events and (2) identifies the countries generating the most social...