Destination and Sport Event: Image, Attachment and Loyalty Relationship

Year 2023, Volume: 11 Issue: 2, 191 - 209, 01.06.2023

Echo Perdana Kusumah

https://doi.org/10.30519/ahtr.1100956

Cited By: 3

Abstract

The objective of this study is to evaluate how Psychological Continuum Model (PCM) may be used to foster image, attachment, and loyalty to a sporting event destination. This study was undertaken in conjunction with the MotoGP race at the Mandalika International Circuit in Lombok, Indonesia. A random sample of events was chosen to test the suggested model's validity. Partial Least Squares Structural Equation Modeling was used in this study to examine 367 questionnaires that Indonesian respondents filled out on the spot. Using the PCM framework, this study was able to find that event image can increase event attachment, but not destination loyalty based on our findings. Individuals are more likely to have experiences related to events and destinations when the psychological link between people and those events or destinations grows. Event-related variables, rather than destination-related variables, entice travelers since they are more easily influenced by the event.

Keywords

Destination image, Event image, Destination attachment, Event attachment, Destination loyalty

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