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

• Georgia Zouni ^[1] ; Popi Markogiannaki ^[2] ; Ioanna Georgaki ^[3]
  1. [1] University of Piraeus

     University of Piraeus

     Grecia

     
  2. [2] Hellenic Open University

     Hellenic Open University

     Dimos Patras, Grecia

     
  3. [3] Heriot-Watt University

     Heriot-Watt University

     Reino Unido

     

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• Localización: Tourism economics: the business and finance of tourism and recreation, ISSN 1354-8166, Vol. 27, Nº. Extra 3, 2021 (Ejemplar dedicado a: Sports and Tourism: Economic Impacts), págs. 466-481
• Idioma: inglés
• Texto completo no disponible (Saber más ...)
• Resumen

  • 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.