Following mega sports events on social media impacts Gen Z travelers’ sports tourism intentions: the case of the 2022 Winter Olympic Games

IF 3.4 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM

Tourism Recreation Research Pub Date : 2023-11-09 DOI:10.1080/02508281.2023.2274155

Yangyang Jiang, Cenhua Lyu, Wangjie Chen, Jun Wen

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引用次数: 0

Abstract

ABSTRACTSocial media engagement theory provides a theoretical perspective for understanding customers’ social media experiences. However, research on how the social media experience related to mega sports events influences the sports tourism behavior of Gen Z travelers is lacking. Sports tourism is defined as traveling away from home for non-commercial purposes in order to attend or take part in sports events. The current research aims to explore how the experience of following mega sports events on social media would affect Gen Z travelers’ sports tourism decision-making. We chose the 2022 Winter Olympic Games as the research context. Semi-structured interviews were carried out with 20 Chinese Gen Z respondents in June and July 2022. The results revealed four overarching themes that explained the impact of the social media experience of the 2022 Winter Olympic Games on Gen Z consumers’ sports travel intentions: the attractiveness of winter sports, the image of the athletes, the appeal of the event venues, and the content generated by other social media users.KEYWORDS: Generation Zsocial mediasports tourismmega sports event2022 Winter Olympicsuser-generated content Disclosure statementNo potential conflict of interest was reported by the author(s).Additional informationFundingThis study was supported by the National Natural Science Foundation of China (NSFC 72202111).Notes on contributorsYangyang JiangYangyang Jiang is an Associate Professor of Marketing at Nottingham University Business School, University of Nottingham Ningbo, China and Fellow of the Higher Education Academy. Her research interests include services marketing, digital transformation, customer experience, and sustainable development. Her research work has been published in Annals of Tourism Research, Journal of Travel Research, Journal of Business Research, European Journal of Marketing, International Journal of Hospitality Management, International Journal of Contemporary Hospitality Management, Journal of Rural Studies, and others. Before joining academia, Dr. Jiang worked in marketing and management roles for several Fortune Global 500 companies. Additionally, she served as a Global Hospitality Programme staff member for the Coca-Cola Company at four Olympic Games.Cenhua LyuCenhua Lyu is a doctoral student at Nottingham University Business School, University of Nottingham Ningbo, China. Her research work appears in Journal of Travel Research, Tourism Recreation Research, Tourism Analysis. Her research interests focus on customer behavior, customer experience, and virtual tourism.Wangjie ChenWangjie Chen obtained her Master's Degree from Nottingham University Business School, University of Nottingham Ningbo, China. Her research interests include social media marketing and event tourism.Jun WenJun Wen's research interests lie in travel therapy, travel medicine, and tourism marketing.

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在社交媒体上关注大型体育赛事会影响Z世代游客的体育旅游意向:以2022年冬奥会为例

摘要社交媒体参与理论为理解客户的社交媒体体验提供了理论视角。然而，关于大型体育赛事相关的社交媒体体验如何影响Z世代游客的体育旅游行为的研究却很缺乏。体育旅游被定义为为了参加或参加体育赛事而远离家乡的非商业目的旅行。目前的研究旨在探索在社交媒体上关注大型体育赛事的体验如何影响Z世代旅行者的体育旅游决策。我们选择了2022年冬季奥运会作为研究背景。我们在2022年6月和7月对20名中国Z世代受访者进行了半结构化访谈。研究结果揭示了四个主要主题，解释了2022年冬奥会社交媒体体验对Z世代消费者体育旅行意愿的影响:冬季运动的吸引力、运动员的形象、赛事场地的吸引力以及其他社交媒体用户生成的内容。关键词:z世代社交媒体体育旅游大型体育赛事2022年冬奥会用户生成内容披露声明作者未报告潜在利益冲突。本研究得到国家自然科学基金(NSFC 72202111)资助。作者简介蒋阳阳，中国宁波诺丁汉大学诺丁汉大学商学院市场营销学副教授、高等教育学院院士。她的研究兴趣包括服务营销、数字化转型、客户体验和可持续发展。她的研究成果发表在《旅游研究年鉴》、《旅游研究杂志》、《商业研究杂志》、《欧洲市场营销杂志》、《国际酒店管理杂志》、《国际当代酒店管理杂志》、《乡村研究杂志》等刊物上。在加入学术界之前，他曾在几家财富全球500强公司担任营销和管理职位。此外，她还在四届奥运会期间担任可口可乐公司的全球接待计划工作人员。吕振华，宁波诺丁汉大学商学院博士生。她的研究成果发表在《旅游研究》、《旅游休闲研究》、《旅游分析》杂志上。主要研究方向为顾客行为、顾客体验和虚拟旅游。陈wangjie Chen，毕业于中国宁波诺丁汉大学诺丁汉大学商学院硕士学位。她的研究兴趣包括社交媒体营销和活动旅游。主要研究方向为旅游治疗、旅游医学、旅游营销。

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来源期刊

Tourism Recreation Research HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

11.30

自引率

7.10%

发文量

期刊介绍： Tourism Recreation Research is a multidisciplinary international journal now published quarterly; it focuses on research problems in various tourism and recreational environments — ecological, economic, and socio-cultural — and attempts to seek solutions for sustainable development. Contributions are also encouraged on fundamental research concepts and theories. The journal carries regular features such as Research Note, Post-Published Reviews and Book Reviews. The ‘Research Note’ provides opportunity for scholars who have attained sufficient maturity to establish reliable findings in their field of research. The ‘Post-Published Review’ section has been introduced to capture deep insights into the papers that have already been published in Tourism Recreation Research to fill in gaps in the received information. Strong emphasis is laid on original research and readable prose.