%0 Journal Article
%T Consumer
%A Asli DA Tasci
%A Deborah Breiter-Terry
%A Jeeyeon (Jeannie) Hahm
%J Journal of Vacation Marketing
%@ 1479-1870
%D 2018
%R 10.1177/1356766716679485
%X Destination authorities invest in sport venues and related infrastructure to attract sport events due to their influence on destination image and visitation. Several studies have revealed a significant influence of image on behavioral intentions of sport or event tourists; however, a comprehensive assessment of consumer-based brand equity (CBBE) inclusive of image, consumer value, brand value, quality, and loyalty by comparing sport and non-sport tourists is lacking. The current study conducted an online survey with a sample of the US population and compared Orlando¡¯s CBBE from the perspectives of sport and non-sport tourists in general and those sport and non-sport tourists who have visited Orlando in the past. Results revealed some differences between sport and non-sport tourists, both in the general sample and in the past visitor group. Although both groups revealed a strong CBBE in general, sport tourists have a better perception of Orlando in some image and loyalty dimensions. General sport tourists¡¯ overall quality, image, and consumer value influence their loyalty, while only image and quality influence loyalty for those sport tourists who visited Orlando before
%K Consumer-based brand equity
%K destination
%K image
%K loyalty
%K Olympic Games
%K sport tourist
%U https://journals.sagepub.com/doi/full/10.1177/1356766716679485