Destination Image, Sport Event Image, and Intention to Recommend–Model Inventory

Abstract

The Destination Image, Sport Event Image, and Intention to Recommend–Model (Hautbois, Liu, & Djaballah, 2023) is an inventory/questionnaire designed to assess sports spectators’ perceptions of host-city image, perceptions of sporting event image, event satisfaction, and their likelihood of recommending attendance at major, mega-sporting events. This instrument was developed within the framework of a study exploring how organizing committees can leverage destination image to positively influence sport event image and the intention to recommend. The construction of this measure began with an initial generation of 36 items, drawing upon a comprehensive literature review, with some questions adapted from prior research (e.g., Echnter & Ritchie, 1993; Hallmann & Breuer, 2010). Following an expert review, the refined measure was administered to adult stadium spectators attending an event in France. Participants had the option to complete the questionnaire in either French or English. The study reported findings regarding the measurement model’s factor structure, reliability, and validity.

Keywords

Sport Event Image; Consumer Intentions; Intention to Recommend Sporting Event; Destination Image; Host City Image; Consumer Attitudes; Tourism; Mega-Sporting Events; Event Satisfaction

Authors

Hautbois, Christopher; Liu, Dongfeng; Djaballah, Mathieu

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Purpose

This measurement model assesses sports spectators’ perceptions of host-city image, perceptions of sporting event image, event satisfaction, and likelihood of recommending attendance at major, mega-sporting events.

Validity

Construct Validity: Construct validity was established based on the findings of factor analysis.
Convergent Validity: For both construct reliability (CR) and average variance extracted (AVE), all constructs surpassed the threshold values of 0.70 and 0.50 respectively.
Discriminant Validity: For discriminant validity, it is suggested that a squared correlation between two constructs should be lower than the AVE value for each construct (Fornell & Larcker, 1981). The highest correlation was found to be 0.831 between event image and event recommendation, and all squared correlations in the model were smaller than the corresponding AVE values, indicating that the discriminant validity of the measurement model was satisfactory.

Reliability

Internal Consistency: Cronbach’s alpha values were computed for each construct and were found to be greater than 0.7, indicating good reliability and high internal consistency of the variables.

Factor Analysis

Exploratory Factor Analysis (EFA): EFA with principal component factor analysis was conducted to identify factors of both destination and event image. Following the removal of items, the 19 items assessing destination image loaded on 5 factors with eigenvalues greater than 1, and these factors explained 65.023% of the variance. For event image, 9 items loaded on two factors.
Confirmatory Factor Analysis (CFA): CFA analysis was conducted to evaluate the measurement model. Results showed that the goodness-of-fit of the measurement model fit the data relatively well. However, factor loadings for pricing and one item for tourist satisfaction were considered too low (below 0.6) and were subsequently removed. The model was reestimated after the removal, and the results showed significant improvement in model fit (𝜒² = 113.354, df = 38, p < 0.01, 𝜒²/df = 2.983, NFI = 0.943, CFI = 0.960, and RMSEA = 0.078).

Instrument

Test Type: Original
Format: Questionnaires were presented to the respondents, and they were asked to rate how much they agreed with each item on the scale.
Language Available: French; English
Population Group: Human; Male; Female
Age Group: Adulthood (18 yrs & older); Young Adulthood (18-29 yrs); Thirties (30-39 yrs); Middle Age (40-64 yrs)
Population Details: Location: France; Respondents: Sports Spectators
Test Methodology: Test Validity; Construct Validity; Convergent Validity; Discriminant Validity; Test Reliability; Internal Consistency; Factor Analysis; Confirmatory Factor Analysis; Exploratory Factor Analysis; Principal Component Analysis; Measurement Model
Number of Items: This measure comprises 30 items.

Keywords

Destination Image; Sport Event Image; Consumer Intentions

Authors

Christopher Hautbois

• Affiliation: Université Paris-Saclay, CIAMS

• Author ORCID Identifier: No data is Available

• Email Address: No data is Available

Dongfeng Liu

• Affiliation: Shanghai University of Sport, School of Economics and Management

• Author ORCID Identifier: No data is Available

• Email Address: [email protected]

• Correspondence Address: Shanghai University of Sport, School of Economics and Management, Shanghai, China, 200438, [email protected]

Mathieu Djaballah

• Affiliation: Université Paris-Saclay, CIAMS

• Author ORCID Identifier: No data is Available

• Email Address: No data is Available

Permissions & Fee and Test Year

Permissions: Contact Corresponding Author
Fee: No
Test Year: 2023

References

Hautbois, C., Liu, D., & Djaballah, M. (2023). The influence of medium-scale host cities’ image on mega-sporting events: The UEFA Euro 2016. Event Management, 27(1), 91–106. https://doi.org/10.3727/152599522X16419948694973

Items of the Destination Image, Sport Event Image, and Intention to Recommend–Model

Dimensions:

• Destination Image:

  • Affective city image

  • Tourism atmosphere

  • Tourism infrastructure

  • Tourism attractions

• Event Image:

  • Event atmosphere

  • Event quality

• Tourist Satisfaction

• Event recommendation