Differences between first time and repeat spectator tourists of a youth soccer event: intentions and image approaches

The understanding of behaviours of sport tourists is an important topic for destination tourist development. Given that repeat visitation is often a desired outcome for tourism destinations, this study examines whether there are differences in behavioural outcomes and image perceptions of spectators of a small-scale sport event based on past behaviours. Data were collected from tourist spectators attending a youth soccer sport event. The hypotheses focused on differences among first-, second-, and third-time attendees regarding their future behaviours and images of the event and the destination. The results revealed no differences in these variables between the three groups. Implications for this study suggest that youth sport event spectators may form strong behavioural and image perceptions from the first time they attend the event, which do not change with attendance frequency. Destination marketers can invest marketing resources to attract first-time attendees and achieve long-term behavioural outcomes.