haku: @author Bruun, T. J. / yhteensä: 1
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| Tekijä: | Funk, D. C. Bruun, T. J. |
| Otsikko: | The role of socio-psychological and culture-education motives in marketing international sport tourism: A cross-cultural perspective |
| Lehti: | Tourism Management
2007 : VOL. 28:3, p.806-819 |
| Asiasana: | culture marketing motivation consumers |
| Vapaa asiasana: | sport tourism |
| Kieli: | eng |
| Tiivistelmä: | This study empirically investigated the motives of sport tourists who traveled internationally to participate in a hallmark Australian running event, the 2005 Gold Coast Airport Marathon. Structural equation modeling analysis revealed that involvement and strength of motivation contributed to socio-psychological motivation while cultural experience and knowledge learning contributed to cultural-education motivation. Cultural experience was further explored through a consumer acculturation framework that led to development of the Cultural Learning Inventory (CLI). The results indicate the duality of international marketing efforts for hallmark sport events. Convergent marketing strategies should be used to target specific segments in their sport communities, while divergent cultural marketing strategies should be utilised to target potential participants with different cultural backgrounds. |
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