Determinants of sports tourism destination image: The interplay of facilities, branding, and social media

This study investigates the determinants of sports tourism destination image (STDI) by examining the roles of infrastructure and facility adequacy (IFA), branding and promotional effectiveness (BPE), and social media posts (SMP). Drawing on destination image theory and digital engagement perspectives, a structural model was tested using survey data from 357 sports tourists. Results demonstrate that both IFA and BPE significantly enhance STDI, directly and indirectly, through SMP. The findings confirm that SMP functions as a central mediating mechanism, translating traditional destination attributes into co-created digital narratives that strengthen image formation. By integrating offline and online factors, this study advances theoretical understanding of sports tourism destination image. It provides practical guidance for managers and policymakers aiming to enhance competitiveness in increasingly digital tourism markets.