Duan Yanling, Wu Ji
School of Economics and Management, Shanghai University of Sport, 200433, Shanghai, China.
Heliyon. 2024 May 23;10(11):e31810. doi: 10.1016/j.heliyon.2024.e31810. eCollection 2024 Jun 15.
In environmental psychology literature, an individual's perception of the surroundings leads to subsequent behaviors. In this regard, small-scale sport events (SSE) have been used as a marketing tool for tourism development. However, how SSEs are leveraged to improve destination image (DI) for tourists has not been fully understood. Building on Mehrabian-Russell's environmental psychology model, this study examined the relationship between the SSE environmental stimuli and revisit intentions through the sequential mediation of cognitive and affective DI. Data from the 423 respondents were collected from 2023 Wuxi Marathon held in Wuxi, China. Structural equation modeling was employed to analyze the hypothesized framework. The results indicated that the SSE environmental stimuli were positively associated with both cognitive and affective DI, which were positively correlated with revisit intentions. The applicability of the serial mediation of cognitive and affective DI within the relationship was confirmed. This study contributes to the sport and tourism literature by extending the applicability of Mehrabian and Russell's model to SSE settings and identifying the serial mediating effects of cognitive and affective DI.
在环境心理学文献中，个体对周围环境的感知会引发后续行为。在这方面，小型体育赛事（SSE）已被用作旅游发展的营销工具。然而，小型体育赛事如何被利用来改善游客的目的地形象（DI）尚未得到充分理解。基于梅拉比安 - 拉塞尔的环境心理学模型，本研究通过认知和情感目的地形象的顺序中介作用，考察了小型体育赛事环境刺激与重游意愿之间的关系。来自423名受访者的数据收集于在中国无锡举办的2023无锡马拉松赛。采用结构方程模型对假设框架进行分析。结果表明，小型体育赛事环境刺激与认知和情感目的地形象均呈正相关，而认知和情感目的地形象又与重游意愿呈正相关。证实了认知和情感目的地形象在该关系中的序列中介作用的适用性。本研究通过将梅拉比安和拉塞尔模型的适用性扩展到小型体育赛事环境，并识别认知和情感目的地形象的序列中介效应，为体育和旅游文献做出了贡献。
