2010 journal article

RESOURCE INVESTMENTS AND LOYALTY TO RECREATIONAL SPORT TOURISM EVENT

JOURNAL OF TRAVEL & TOURISM MARKETING, 27(6), 565–578.

By: I. Okayasu*, H. Nogawa* & D. Morais n 

co-author countries: Japan πŸ‡―πŸ‡΅ United States of America πŸ‡ΊπŸ‡Έ
author keywords: Loyalty; resource theory; recreational sport event
Source: Web Of Science
Added: August 6, 2018

ABSTRACT Sport tourism events have a marketing possibility in the Japanese tourism industry. The ultramarathon is a very popular recreational sport event in the world. This type of sport tourism event has shared with completive and enjoyment factors in relation to participant's motivation. Loyalty is a very important factor with attendance to recreational sport events. Generally, as many researchers indicated, that participants' loyalty will lead to repeat attendance or purchase. However, there is no consensus as to how loyalty develops. In the files of recreational sport tourism event research, the process leading to participants' loyalty with a specific event is not evident. The purpose of this article is to test a conceptual framework of the development of loyalty (CitationMorais et al., 2004) that is grounded in resource theory. According to the proposed model, when participants and organizers invest specific profiles of resources in each other, the participants tend to develop a bond with the customer and become dedicated to maintaining a stable relationship. The model is used to discuss the mixed results of current loyalty from recreational sport event tourists to organizers and to outline future research efforts. Keywords: Loyaltyresource theoryrecreational sport event We would like to express our appreciation to Dr. K. S. (Kaye) Chon and anonymous reviewers for their insightful comments and significant suggestions. Notes