Sport Tourism in the VUCA Era: The Effect of Destination Image on Behavioral Intentions of Active Sport Tourists

This study is conducted in the context of sport tourism, which has been in a state of flux from 2019 and on, at the aftermath of Covid-19. In an effort to address the (VUCA) conditions characterizing this market, we utilized the destination image framework [1] including its cognitive and affective facets to investigate active sport tourists’ behavioral intentions. We collected data from 598 participants in a recurring mountain-running event held annualy at a rural destination in Southern Europe. The findings confirm prior research, demonstrating that both cognitive and affective destination image facets positively influence the behavioral intentions of mountain runners. Specific factors within the destination image, particularly attractions and affective image impact the intentions of active sport tourists to revisit a destination both for sport tourism and leisure purposes. Interestingly, the event characteristics emerge as a significant factor influencing intentions to revisit for sport activities, while the destination atmosphere influences intentions for leisure vacations. The results allow for further generalizability of the destination image measures, which are hereby tested in altered geographical, cultural, and sports contexts and in VUCA conditions. They also expand the current knowledge by exploring active sport tourists’ intentions towards a destination, encompassing it as a vacation and sport tourism alternative.