体育大使与目的地形象:模糊集分析

Natalia Vila-López, Inés Küster-Boluda, Cristina Aragonés-Jericó, Francisco Sarabia-Sánchez
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引用次数: 0

摘要

目的 本文旨在确定不同的因果条件(名人属性)组合,以解释我们的结果:目的地形象。更具体地说,有三个主要研究问题指导着我们的工作:(1) 杰出运动员应具备哪些特质才能提升其国家的目的地形象?(2) 不同的产品类别是否具有相同的属性?(3) 游客和居民是否有差异?为此,我们使用了模糊集定性比较分析法(fsQCA),对 187 名参与者(105 名游客和 82 名居民)进行了抽样调查。应优先考虑出现在中间分析和解析分析中的体育名人属性。值得信赖就是这种情况。第二,经验是次要条件(只出现在中间分析中)。第三,吸引力在许多方案中都是不必要的,甚至是不受欢迎的属性。第四,在对游客和居民进行比较时,两个群体都重视足球运动员的作用,而居民也欣赏马拉松运动员的作用。网球运动员是与建立西班牙旅游目的地形象不太相关的体育名人。原创性/价值首先,使用了市场营销学科中一种新的统计分析方法--QCA。使用定性方法来研究目的地形象的情况还很少见。其次,关于体育明星代言对品牌-地方依恋的作用的研究尚属空白。第三,关于居民在旅游目的地/城市形象中的作用的研究还很少。必须对游客和居民进行调查,因为他们可以从体育名人的活动中受益。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Sports ambassadors and destination image: a fuzzy set analysis

Purpose

This paper aims to identify different combinations of causal conditions (celebrity attributes) that explain our outcome: destination image. More specifically, three main research questions guide our work: (1) Which attributes should an outstanding sportsperson have to enhance the image of his/her country as a destination image? (2) Are these the same for different product categories? (3) Do tourists and residents differ?

Design/methodology/approach

To this end, the fuzzy-set Qualitative Comparative Analysis (fsQCA) was used with a sample of 187 participants (105 tourists and 82 residents).

Findings

Results show that some attributes of a sports celebrity are more critical than others in enhancing destination image. Those attributes of sports celebrities appearing in the intermediate and parsimonious analysis should be prioritized. This is the case of trustworthiness. Second, experience is a peripheral requirement (only appeared in the intermediate analysis). Third, attractiveness is unnecessary and an even and undesired attribute in many solutions. Fourth, when comparing tourists and residents, both groups value the role of football players, while residents also appreciate the role of marathon runners. Tennis players are the less relevant sports celebrities to build Spain’s destination image.

Originality/value

First, a new statistical analysis in the marketing discipline, QCA, has been used. The use of qualitative approaches to investigate destination images has been scarce. Second, the study of the role of sports celebrity endorsement on brand–place attachment has yet to be investigated. Third, studies about the role of residents in the image of a tourism destination/city are scarce. Tourists and residents must be investigated because they can benefit from sports celebrities' activities.

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