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Event image perceptions among active and passive sports tourists at marathon races

Kirstin Hallmann (Senior Lecturer, German Sport University Cologne, Institute of Sport Economics and Sport Management, Am Sportpark Müngersdorf 6, 50933 Cologne, Germany)
Kyriaki Kaplanidou (Assistant Professor, University of Florida, Gainesville, USA)
Christoph Breuer (Professor, German Sport University Cologne, Germany)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Article publication date: 1 October 2010

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Abstract

Sports events are tourist attractions and their image components can relate to the destination image concept and structure. This study examined sports event images held by active and passive sports tourists at four marathon races in Germany. Some differences in the perception of event images were found for active and passive sports tourists as well as for different types of destinations. For active sports tourists, emotional, physical and organisational image associations were clustered closer. For passive sports tourists, social and historical image associations were clustered closer. The type of destination elicited different event images among active and passive sports tourists.

Keywords

Citation

Hallmann, K., Kaplanidou, K. and Breuer, C. (2010), "Event image perceptions among active and passive sports tourists at marathon races", International Journal of Sports Marketing and Sponsorship, Vol. 12 No. 1, pp. 32-47. https://doi.org/10.1108/IJSMS-12-01-2010-B005

Publisher

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Emerald Group Publishing Limited

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