Does perceived coolness promote tourists’ participation in sports tourism?

Focusing on hot air ballooning, a sports tourism product, this study first conceptualized the activity’s perceived coolness in the tourism context and denoted the following three determinants: attractiveness, identification, and uniqueness. According to an online survey of 308 participants conducted in Chengdu, China, all three determinants were positively related to perceived coolness. We further identified positive relationships between perceived coolness and tourists’ sport participation, and between perceived coolness and social values. Both fantasy experience and social values played a mediating role in the relationship of perceived coolness and tourists’ sport participation. Theoretical contributions and managerial implications for sports tourism are discussed.