Influencia de la RSC en la transmisión de imagen en el patrocinio turístico deportivo

  1. Manuel Alonso-Dos-Santos 1
  2. Ferran Calabuig 4
  3. Francisco Montoro 2
  4. Irena Valantine 3
  1. 1 Universidad Católica de la Santísima Concepción
    info

    Universidad Católica de la Santísima Concepción

    Concepción, Chile

    ROR https://ror.org/03y6k2j68

  2. 2 Universidad de Granada
    info

    Universidad de Granada

    Granada, España

    ROR https://ror.org/04njjy449

  3. 3 Lithuanian Sports University
    info

    Lithuanian Sports University

    Kaunas, Lituania

    ROR https://ror.org/00hxk7s55

  4. 4 Universitat de València
    info

    Universitat de València

    Valencia, España

    ROR https://ror.org/043nxc105

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Zeitschrift:
Revista iberoamericana de psicología del ejercicio y el deporte

ISSN: 1886-8576

Datum der Publikation: 2017

Ausgabe: 12

Nummer: 1

Seiten: 23-31

Art: Artikel

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Andere Publikationen in: Revista iberoamericana de psicología del ejercicio y el deporte

Zusammenfassung

The objective of this work is to measure the influence that the image of the sports tourism destination and corporate social responsibility (CSR) have on the image transmission in the sponsorship and the intention to attend a sporting event. The sample (259) was obtained by on-line questionnaire redirected from a banner in an international and professional tennis event. We use partial least squares for the contrast of the hypothesis. The image of the city that hosts the sporting event influences the process of image transmission but not on the intention of assistance. Likewise, the RSC influences the image transmission but not on the intention of attendance to the event. The results recommend to organizations of sporting events to guide the communication toward the brand and the event to increase the intention of assistance, and socially responsible strategies and linking with the environment in order to increase the attitude toward the sponsors.

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