Please use this identifier to cite or link to this item:
http://hdl.handle.net/10397/93159
DC Field | Value | Language |
---|---|---|
dc.contributor | School of Hotel and Tourism Management | en_US |
dc.creator | Chang, CH | en_US |
dc.creator | King, BEM | en_US |
dc.creator | Shu, ST | en_US |
dc.date.accessioned | 2022-06-09T06:14:10Z | - |
dc.date.available | 2022-06-09T06:14:10Z | - |
dc.identifier.issn | 1356-7667 | en_US |
dc.identifier.uri | http://hdl.handle.net/10397/93159 | - |
dc.language.iso | en | en_US |
dc.publisher | SAGE Publications | en_US |
dc.rights | This is the accepted version of the publication Chang, C. H., King, B. E., & Shu, S. T., Tourist attitudes to mega-event sponsors: Where does patriotism fit?, Journal of Vacation Marketing (Volume: 26 issue: 3) pp. 320-333. Copyright © 2020 (The Author(s)). DOI: 10.1177/1356766720927777 | en_US |
dc.subject | Event liking | en_US |
dc.subject | Event tourism | en_US |
dc.subject | Patriotism | en_US |
dc.subject | Self-sponsor congruity | en_US |
dc.subject | Sponsor favorability | en_US |
dc.subject | Sport tourism | en_US |
dc.title | Tourist attitudes to mega-event sponsors : where does patriotism fit? | en_US |
dc.type | Journal/Magazine Article | en_US |
dc.identifier.spage | 320 | en_US |
dc.identifier.epage | 333 | en_US |
dc.identifier.volume | 26 | en_US |
dc.identifier.issue | 3 | en_US |
dc.identifier.doi | 10.1177/1356766720927777 | en_US |
dcterms.abstract | The sponsoring of mega-events enables organizations to capitalize on the power of sport to stimulate passionate brand identifications among attendees. However, a critical issue that has not been addressed by scholars is whether the effects of sponsoring mega-events such as the Olympics by a foreign brand will resemble the equivalent sponsorship by a domestic counterpart. In particular, few scholars have investigated attendee perceptions of congruities between event sponsor and self-sponsor brand favorability emanating from an overseas country with where there are longstanding tensions and from home. This study investigated attendees at the 2014 Summer Youth Olympic Games in Nanjing, China, a city with a long history of patriotic nationalism directed against Japan. The researchers identify that self-domestic sponsor congruity mediates the impact of patriotism among domestic attendees on their favorability toward domestic brands. Self-foreign sponsor congruity moderates the impact of event liking on favorability, even in the case of sponsors from a country with hostile connotations. The study has managerial implications for targeting and localization strategies by sponsor brands both domestic and overseas. It is proposed that foreign brand sponsors of mega-events should pursue local brand adaption through the incorporation local narratives with which residents can identify. | en_US |
dcterms.accessRights | open access | en_US |
dcterms.bibliographicCitation | Journal of vacation marketing, July 2020, v. 26, no. 3, p. 320-333 | en_US |
dcterms.isPartOf | Journal of vacation marketing | en_US |
dcterms.issued | 2020-07-01 | - |
dc.identifier.scopus | 2-s2.0-85086023711 | - |
dc.identifier.eissn | 1479-1870 | en_US |
dc.description.validate | 202206 bckw | en_US |
dc.description.oa | Accepted Manuscript | en_US |
dc.identifier.FolderNumber | SHTM-0193 | - |
dc.description.fundingSource | Self-funded | en_US |
dc.description.pubStatus | Published | en_US |
dc.identifier.OPUS | 24479216 | - |
dc.description.oaCategory | Green (AAM) | en_US |
Appears in Collections: | Journal/Magazine Article |
Files in This Item:
File | Description | Size | Format | |
---|---|---|---|---|
King_Tourist_Attitudes_Mega-Event.pdf | Pre-Published version | 1.28 MB | Adobe PDF | View/Open |
Page views
44
Last Week
0
0
Last month
Citations as of May 19, 2024
Downloads
113
Citations as of May 19, 2024
SCOPUSTM
Citations
5
Citations as of May 17, 2024
WEB OF SCIENCETM
Citations
5
Citations as of Mar 21, 2024
Google ScholarTM
Check
Altmetric
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.