Event and Destination Image as Antecedents of Supportive Communication, Visit and Purchase Intentions

Abstract

Focusing on the Qatar 2022 FIFA World Cup, this study examined the impact of event image, subjective knowledge, and destination image on supportive communication and visit and purchase intentions. Structural equation modeling analyses on PLS-SEM were conducted following a consumer survey. The findings showed that the mega sport event's image and subjective knowledge of consumers regarding the event positively influenced destination image, positively affecting supportive communication intent, visit intentions, and the intention to purchase destination-origin products. Based on the image transfer and halo effect theories, this study extended previous findings by introducing subjective knowledge and purchase intentions into the event image-destination image-behavioral intentions framework. In alignment with the associate network memory model, the image transfer from the event to the destination significantly influences three behavioral intentions: supportive communication intent, visit intentions, and the intention to purchase the destination's products.