Maximizing tourism potential of sports events VIA sport Internet marketing: A conceptual model

• Main Authors: Radzuwan, Radzliyana, Khor, Poy Hua, Lim, Khong Chiu
• Format: Conference or Workshop Item
• Language: English
• Published: 2012
• Subjects: GV Recreation Leisure
• Online Access: http://repo.uum.edu.my/8036/1/Rad1.pdf; http://repo.uum.edu.my/8036/

Sports event tourism is a major component of sports-related tourism in many countries worldwide.Sports event organizations should strive to develop Internet marketing communications that feature event information relevant to potential sports tourists in order to maximize the tourism potential for that particular sports event.Obviously, the sports events market is very competitive, which means event organizers must be creative and possess entrepreneurial skills when marketing their sports events.In addition, previous research revealed that the Internet has developed faster than any form of electronic technology or communication.The Internet has been found to be an effective way to create an image for products and services that can impact consumer behavior while reinforcing satisfaction and loyalty.Thus, this paper advances our understanding of the relationship between sports Internet marketing in the context of sports and event consumer behavior (SECB) in maximizing the tourism potential of sports events in Malaysia.This is achieved through an analysis and examination of relevant secondary data and a review of the previous literature culminating in a conceptual model.Although extensive research has been conducted in sports Internet marketing, to date no substantial work has been reported attempting to develop relationships between the Sports Website Acceptance Model (SWAM), initially developed from the Technology Acceptance Model (TAM) and SECB, and sports Internet marketing. Such models could enhance communications and stimulate further research for sports marketing scholars.This paper proposes a model apposite for further research and in the process leads to the potential confirmation, rejection or indeed, adaptation of the conceptualization of sports services.