Sports ambassadors and destination image: a fuzzy set analysis
International Journal of Sports Marketing and Sponsorship
ISSN: 1464-6668
Article publication date: 4 March 2024
Issue publication date: 9 July 2024
Abstract
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.
Keywords
Acknowledgements
This paper has been financed by the Regional Ministry of Innovation, Universities, Science and the Digital Society – Consellería de Innovaciòn, Universidades, Ciencia y Sociedad Digital. AICO 2022 CIAICO/2021/062: “El deporte en la construcción de marca país: el turista y el residente”.
Citation
Vila-López, N., Küster-Boluda, I., Aragonés-Jericó, C. and Sarabia-Sánchez, F. (2024), "Sports ambassadors and destination image: a fuzzy set analysis", International Journal of Sports Marketing and Sponsorship, Vol. 25 No. 3, pp. 524-540. https://doi.org/10.1108/IJSMS-11-2023-0227
Publisher
:Emerald Publishing Limited
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