Park, Jinwoo; Kim, Minhong; Nauright, John; Kim, Young Hoon - In: International Journal of Sports Marketing and Sponsorship 21 (2020) 2, pp. 267-284
Purpose: The purpose of this paper is to examine the relationships among athlete star power, enjoyment and revisit intention of sport event tourists in a sport mega-event (SME). Design/methodology/approach: This study was conducted in the context of 2018 PyeongChang Winter Olympic Games. A...