Exploring the Impact of Sports Events on Destination Branding and Sustainable Tourism Growth in China

Abstract

In recent decades, China has emerged as a global hub for hosting high-profile sports events, ranging from the Olympic Games to various international sports tournaments. With experiential tourism on the rise, the strategic integration of sports events into national and regional tourism policies is gaining attraction. Research investigates how sports events affect destination branding and the long-term growth of Chinese tourism. A quantitative survey with 487 respondents, both domestic and international tourists attending major sports events within China, was conducted to run an empirical test on the proposed model. In the conceptual model, perceived value of sports events represented through event quality, media exposure, and organizational effectiveness is the independent variable. Destination image and brand equity act as mediators, whereas perceived sustainable tourism development, and sports event which encompasses economic optimism, social impact, and environmental awareness, manifests as the dependent outcome variable. To examine the causal connections between these constructs, Structural Equation Modeling (SEM) is utilized. Further, descriptive statistics, reliability testing, and Confirmatory Factor Analysis (CFA) validate the measurement model. The results indicate that CFA factor loadings, t-values, standard errors (SE), p-values, and fit indices for various constructs. Standardized loadings for all items range from 0.76 to 0.85, with significant t-values between 12.79 and 15.24, with p-values less than 0.001. Destinations' image is further established as a mediator to the link between sports events and the development of sustainable tourism. This work not only engages with the literature on destination image and sustainability but also provides practical insights for event planners and policymakers...