How Sports Events Can Boost Tourism at Historic Sites

Sports events at historic sites are becoming a popular way to blend culture, sports, and tourism. These events can draw more visitors to world heritage sites, helping to protect and sustain these cultural treasures. However, there's still much to learn about how these events affect tourists and their loyalty to these sites. A recent study focused on the 2022 Yongding Tulou Marathon in Fujian, China. Researchers built a model to understand how sports events influence tourists' loyalty to heritage sites. They looked at how tourists perceive and feel about these events and how these perceptions shape their behavior. The study found that the image of a sports event can greatly affect tourists' loyalty to a heritage site. However, it doesn't directly influence how connected tourists feel to the place. Instead, the image of the heritage site itself plays a bigger role in fostering loyalty and a sense of belonging. Positive experiences at sports events can enhance tourists' views of the heritage site. This, in turn, can boost their loyalty. Additionally, the image of the sports event can strengthen tourists' attachment to the heritage site, further enhancing their loyalty. Demographic factors like gender, age, and how often someone participates in such events can also influence how the sports event image affects destination loyalty. Understanding these factors can help managers leverage sports tourism to benefit heritage sites. The study provides a deeper understanding of how sports events can drive tourism at historic sites. It offers valuable insights for those looking to promote sustainable tourism and protect world heritage sites.