The Impact of a Bike Adventure Sports Event on Tourism Enhancement and City Image Development

Sports tourism has become increasingly popular worldwide, fuelled by a rising interest in active lifestyles and adventure travel. Host cities can greatly benefit from sports events, as they help boost tourism and enhance their image, making them attractive to both local governments and visitors in both developed and developing nations. This study aims to investigate the impact of sports events on the attractiveness of tourism and city image in Kerinci Regency, Indonesia. Employing a qualitative method with case study design, the study utilized semi-structured interviews, observations, and documentation to collect data, which were analyzed through thematic analysis using NVIVO version 14. A total of 25 participants were interviewed following their participation in the Kerinci Bike Adventure sports event, providing insights into their experiences and perceptions. Findings indicate that participant-based adventure cycling events can enhance local tourism attractiveness by encouraging destination exploration and strengthening experiential engagement. The Kerinci Bike Adventure also contributed to city image development primarily through participants' mediated narratives and social media exposure, rather than large-scale mass media coverage. These findings are context-specific and most applicable to small-scale adventure sport tourism events in developing regions. This study emphasizes the critical importance of integrating sports events into broader tourism strategies, highlighting their role in promoting sustainable development within the region. By leveraging sports tourism, Kerinci Regency can enhance its attractiveness to both domestic and international tourists, while simultaneously enriching the community's cultural identity and economic vitality. This study concludes with recommendations for policymakers and tourism stakeholders to prioritize sports events as a strategic tool for regional development and tourism enhancement.