INFLUENCE OF CSR IN THE IMAGE TRANSMISSION IN THE SPORTS SPONSORSHIP TOURISM

Abstract

Manuel Alonso-Dos-Santos, Ferran Calabuig, Francisco Montoro e Irena Valantine

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.