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Spectator-to-spectator value co-destruction in sport tourism events: avoiding a less memorable and recommended Experience
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Questão de investigação: A cocriação de experiências turísticas no local aumenta a
memorabilidade e a intenção dos turistas de revisitarem e recomendarem a
experiência/destino a outros. No entanto, a interação entre turistas nem sempre é
percebida como positiva, codestruindo o valor da experiência. Este estudo examinou a
influência da codestruição do valor da experiência nas intenções comportamentais futuras
dos turistas desportivos, considerando o efeito mediador da atenção, envolvimento e
memorabilidade.
Métodos de investigação: Os dados foram recolhidos junto de 254 espectadores do
evento Tudor Nazaré Tow Surfing Challenge, em Portugal.
Resultados e conclusões: Os resultados mostraram que a codestruição de valor durante
uma experiência de turismo desportivo influencia negativamente a atenção e o
envolvimento dos espectadores, o qual gera um impacto adicional na sua memorabilidade
e intenções comportamentais.
Implicações: Assim, os gestores de eventos desportivos devem minimizar e reverter as
interações negativas dos turistas desportivos para melhorar a cocriação. Além disso, o
aproveitamento da subcultura desportiva e da liminaridade gerada pelo evento será crucial
para envolver os espectadores na cocriação da atmosfera do evento. Esta investigação
validou o modelo de cocriação da experiência turística no local para a codestruição e
ampliou-o às intenções comportamentais.
Research question: On-site tourist experience co-creation enhances memorability and the latter precedes tourists’ intention to revisit and recommend the experience/destination to others. However, interaction between tourists is not always perceived as positive, codestroying experience value. This study examined the influence of experience value codestruction on sport tourists’ future behavioural intentions, considering the mediating effect of attention, involvement, and memorability. Research methods: Data were gathered from 254 spectators at Tudor Nazaré Tow Surfing Challenge event in Portugal. Results and Findings: The results showed that value co-destruction during a sport tourism experience negatively influences spectators’ attention and involvement, which further impacts their memorability and behavioural intentions. Implications: Thus, sport event managers should minimize and reverse negative sport tourists’ interactions to enhance co-creation. Additionally, leveraging sport subculture and event- generated liminality will be crucial for engaging spectators in co-creating the event atmosphere. This research validated the on-site tourist experience co-creation model to co-destruction and extended it to behavioural intentions.
Research question: On-site tourist experience co-creation enhances memorability and the latter precedes tourists’ intention to revisit and recommend the experience/destination to others. However, interaction between tourists is not always perceived as positive, codestroying experience value. This study examined the influence of experience value codestruction on sport tourists’ future behavioural intentions, considering the mediating effect of attention, involvement, and memorability. Research methods: Data were gathered from 254 spectators at Tudor Nazaré Tow Surfing Challenge event in Portugal. Results and Findings: The results showed that value co-destruction during a sport tourism experience negatively influences spectators’ attention and involvement, which further impacts their memorability and behavioural intentions. Implications: Thus, sport event managers should minimize and reverse negative sport tourists’ interactions to enhance co-creation. Additionally, leveraging sport subculture and event- generated liminality will be crucial for engaging spectators in co-creating the event atmosphere. This research validated the on-site tourist experience co-creation model to co-destruction and extended it to behavioural intentions.
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Palavras-chave
Codestruição de valor Customer-dominant logic Experiência de turismo desportivo Intenções comportamentais Memorabilidade Behavioural intentions Customer-dominant logic Memorability Sport tourism experience Value co-destruction