Beyond the Sports Event: Assessing Season-Wide Effects on Winter Vacationists’ Destination Image

Abstract A key argument for hosting international sports events is the unparalleled promotional value they provide for the destination. However, a review of existing research reveals a diversity of perspectives: some studies focus primarily on one-off events, while others examine the effects of recurring events, some look at effects on event visitors, others on event participants. This study takes a further perspective and examines the impact of an annually hosted event on the perception of a destination by visitors during the ‘regular’ season, outside the event period. The case of Alta Badia, an Italian skiing destination that annually hosts FIS Alpine Ski World Cup races in December, was analyzed. An extended Destination Content Model was applied to data from a survey of 377 winter vacationers. Using structural equation modeling, we identified significant positive effects of the event on visitors’ destination imagery, destination affect, and their related behavioral intentions. Based on these results, we provide theoretical implications and practical recommendations for destination managers hosting recurring sports events.