Sports icons in nation branding the interplay of motivations, culture and country attachement

Vila López, Natalia; Pascual del Riquelme Martínez, María Isabel; Küster Boluda, Inés; Aragonés Jericó, Cristina

Publication:
Sports icons in nation branding the interplay of motivations, culture and country attachement

dc.contributor.author	Vila López, Natalia
dc.contributor.author	Pascual del Riquelme Martínez, María Isabel
dc.contributor.author	Küster Boluda, Inés
dc.contributor.author	Aragonés Jericó, Cristina
dc.contributor.department	Comercialización e Investigación de Mercados
dc.date.accessioned	2025-01-28T18:24:05Z
dc.date.available	2025-01-28T18:24:05Z
dc.date.issued	2024-12
dc.description	© 2024 The Authors. This document is the Published Manuscript version of a Published Work that appeared in final form in Journal of Hospitality and Tourism Management. To access the final edited and published work see https://doi.org/10.1016/j.jhtm.2024.10.012
dc.description.abstract	This study investigates the relationships among three main concepts: celebrity’s media exposure, celebrity’s image, and country image. Additionally, the moderating role of tourists’ (i) motivations, (ii) culture, and (iii) country attachment was investigated. To this end, 938 real tourists visiting Spain from 3 nationalities were approached: the UK, France, and Germany. An international market research company provided the data using an online questionnaire among its panelists. Structural equation modelling with JAMOVI, based on R, was used. Our results showed the relevance of both media activities and the image of sports celebrities to enhance the perceived image of the country they represent and, in turn, tourists’ intention to revisit and buy national products. First, the image of sports celebrities could improve Spain’s brand, mainly (i) among those who travel for sports motives, (ii) from England, and (iii) being highly attached to Spain. Second, the country’s image will augment tourists’ intention to revisit the country, mainly (i) among non-sports travellers, (ii) from France, and (iii) low-attached tourists. The effectiveness of celebrities’ media exposure was confirmed, supporting the Symbolic Communication Theory. Also, sports celebrity endorsement on destination image has been probed, strengthening the usefulness of the Image Transfer Theory. Lastly, the relationship between perceptions, attitudes, and behaviours has been demonstrated, as stated in the Theory of Planned Behavior. To conclude, Destination Marketing Organizations (DMOs) could invest in communication using sports celebrities as the campaign’s backbone to improve the Spanish destination image. This policy will work better among (i) those who travel for sports motives, (ii) those from England and (iii) those who are highly attached to Spain.	es
dc.format	application/pdf	es
dc.format.extent	12	es
dc.identifier.citation	Journal of Hospitality and Tourism Management, 2024, Vol. 61, pp. 316-327
dc.identifier.doi	https://doi.org/10.1016/j.jhtm.2024.10.012
dc.identifier.issn	Print: 1447-6770
dc.identifier.issn	Electronic: 1839-5260
dc.identifier.uri	http://hdl.handle.net/10201/149523
dc.language	eng	es
dc.publisher	Elsevier
dc.relation	Ámbito del proyecto: regional / Agencia financiadora: Consellería de Innovación, Universidades, Ciencia y Sociedad Digital / Convocatoria: AICO 2022 / Nombre del proyecto: El deporte en la construcción de marca país: el turista y el residente / Código de subvención: CIAICO/2021/062: “El deporte en la construcci´on de marca país: el turista y el residente”.	es
dc.relation.publisherversion	https://www.sciencedirect.com/science/article/pii/S1447677024001256
dc.rights.accessRights	info:eu-repo/semantics/restrictedAccess
dc.subject	Branding	es
dc.subject	Motivations	es
dc.subject	Culture	es
dc.subject	Country image	es
dc.subject	Sports Celebrity	es
dc.title	Sports icons in nation branding the interplay of motivations, culture and country attachement	es
dc.type	info:eu-repo/semantics/article	es
dspace.entity.type	Publication	es