Game changers: unravelling the impact of sports club image and attachment on destination branding and tourist loyalty

Purpose Building on the image transfer theory (ITT) and social identity theory (SIT), this study examines nation branding through sports, specifically focusing on how the perceived image of sports clubs influences the perceived image of a country’s destination among tourists from foreign markets. Design/methodology/approach Data were collected from a sample of 1,879 Spanish tourists, comprising 633 British, 646 French and 600 German tourists. Hypotheses were tested using structural equation modelling. Findings The results demonstrate (1) the effect of club-related antecedents (club image and engagement) on destination relation mediators (destination image and attachment), (2) the impact of destination image on destination attachment and (3) the destination-related consequences (intention to visit and WOM offline and online) of destination image and attachment. Additionally, the results indicate that nationality plays a moderator role in the relationships between sports clubs’ perceptions and destination image and attachment. Practical implications Sports clubs significantly influence destination perceptions and behaviours and strategic collaboration with destination managers can enhance destination attachment and loyalty. Originality/value The originality relies on (1) there is lack of clarity related to how and when people’s evaluations of and relationships with places are influenced, (2) more research is needed on analysing sports clubs’ image repercussions and (3) studies focusing on possible fans from other countries are scarce.