PURPOSE This study examined the relationships among emotional solidarity, memorable tourism experiences, and revisit intention among outbound sport tourists, with particular emphasis on the moderating role of sport tourism types. METHODS Survey data were collected from 304 outbound sport tourists, of which 301 valid responses were analyzed. Structural equation modeling was employed to test the proposed relationships, mediation, and moderation effects. RESULTS First, emotional solidarity did not have a significant direct effect on revisit intention. Second, emotional solidarity had a positive effect on memorable tourism experiences. Third, memorable tourism experiences positively influenced revisit intention. Fourth, memorable tourism experiences mediated the relationship between emotional solidarity and revisit intention. Finally, sport tourism types moderated the relationship between emotional solidarity and memorable tourism experiences. CONCLUSIONS These findings highlight the importance of fostering emotional connections between tourists and residents while enhancing memorable experiences to encourage revisit intention. Furthermore, the results highlight the necessity of developing tailored tourism strategies according to specific sport tourism types to maximize effectiveness.
Purpose The purpose of this research was to investigate the influence of professional baseball teams' message appeal type (emotional vs. rational) and message delivery method (article with photo vs. article without photo) on consumers' acceptance of the message. The hypotheses were two folds. First, compared with a rational apology article, a professional team's emotional apology article affected consumers' acceptance more positively. Second, a professional team's apology article with a photo attached influenced consumers' acceptance more positively than one without a photo. Methods To achieve the purpose of this study, the authors utilized a 2 (Message Appeal Type: emotional vs. rational) × 2 (Message Delivery Method: article with photo vs. article without photo) factorial experiment. An existing baseball team was selected and was assumed to have been involved in a game fixing situation. Out of 340 participants, 325 were used in the final analysis. Two-way ANCOVA of SPSS 23.0 was conducted to analyze the data. Results Findings revealed when a professional baseball team issued an emotional apology article, consumers were more positive about it than a rational one. Also when a professional team delivered an article with a photo, consumers accepted the article more positively than the one without a photo.
