Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
1012408 | Tourism Management | 2013 | 11 Pages |
Applying image transfer related to sponsorship theory and the cognitive–affective model of consumer behavior, this study explores how the deployment of a socially responsible program by a multinational (non-governmental) sport organization impacts the image of a mega sport event. Using the 2010 FIFA World Cup as the research context, the hypothesized model is tested among a sample of international sport tourists (N = 6606) from all nine host cities (ten stadiums) in South Africa during the tournament. The structural model results demonstrate that: (1) tourists' familiarity with the ‘Win in Africa, with Africa’ program, and (2) the perception of FIFA as a socially responsible organization influence event image and one form of consumer patronage.
► ‘Win in Africa’ familiarity influenced socially responsible perceptions. ► Perception of FIFA as socially responsible influenced the image of the World Cup. ► The perception of social responsibility mediated program familiarity on event image. ► A positive event image influenced sport tourists' word-of-mouth intentions.