Sport event destination image promotes subsequent sport participation through sport attraction: the moderating role of perceived stress.

BACKGROUND

Drawing on the psychological continuum model and spillover effect theory, this study examines whether and how sport event destination image promotes young tourists' near-term post-event sport participation through sport attraction, and whether this relationship is contingent on perceived stress. While prior research has suggested that sport event destination image is positively associated with post-event participation and strengthens sport attraction, the underlying mechanisms and moderating conditions remain insufficiently integrated.

METHODS

We used a two-wave survey design among Chinese tourists who attended the 31st FISU World University Games in Chengdu as spectators. Data were collected at two time points with a one-month interval, yielding 290 valid matched responses. The moderated mediation model was tested using partial least squares structural equation modeling.

RESULTS

Sport event destination image positively predicted near-term post-event sport participation. Sport event destination image also positively affected sport attraction, which in turn positively influenced near-term post-event sport participation. In addition, sport attraction mediated the relationship between sport event destination image and near-term post-event sport participation. Perceived stress significantly and negatively moderated the association between sport attraction and near-term post-event sport participation, such that the positive effect of sport attraction was weaker among individuals with higher perceived stress.

DISCUSSION: This study extends destination image research by demonstrating the behavioral spillover effect of sport event destination image on near-term post-event sport participation. It also advances the application of the psychological continuum model in sport tourism by identifying sport attraction as a key psychological mechanism and perceived stress as an important boundary condition. From a practical perspective, the findings suggest that sport event destinations can foster near-term post-event sport participation not only by strengthening destination image and sport attraction, but also by addressing tourists' perceived stress after the event.