Potential sport tourists' decision-making during the pandemic

ABSTRACT

Purpose This study examined potential sport tourists' decision-making regarding a sporting event rescheduled due to the coronavirus disease 2019 (COVID-19) pandemic. Design/methodology/approach An extended model of goal-directed behavior - encompassing the perception of COVID-19, attitude, subjective norm, perceived behavioral control, positive anticipated emotion, negative anticipated emotion, desire and behavioral intention - was built and tested using survey data and structural equation modeling. Findings The perception of COVID-19 significantly influenced attitude, subjective norm, perceived behavioral control and positive anticipated emotion, which then collectively led to desire. Desire, alongside optimism bias, had a substantial impact on behavioral intention. However, the perception of COVID-19 was not related to negative anticipated emotion. Originality/value The findings highlight the roles that optimism bias and the perception of COVID-19 play in shaping individuals' intentions to engage in sport tourism, suggesting how marketers and managers of sporting events should respond to the pandemic.