Purpose

This paper aims to identify different combinations of causal conditions (celebrity attributes) that explain our outcome: destination image. More specifically, three main research questions guide our work: (1) Which attributes should an outstanding sportsperson have to enhance the image of his/her country as a destination image? (2) Are these the same for different product categories? (3) Do tourists and residents differ?

Design/methodology/approach

To this end, the fuzzy-set Qualitative Comparative Analysis (fsQCA) was used with a sample of 187 participants (105 tourists and 82 residents).

Findings

Results show that some attributes of a sports celebrity are more critical than others in enhancing destination image. Those attributes of sports celebrities appearing in the intermediate and parsimonious analysis should be prioritized. This is the case of trustworthiness. Second, experience is a peripheral requirement (only appeared in the intermediate analysis). Third, attractiveness is unnecessary and an even and undesired attribute in many solutions. Fourth, when comparing tourists and residents, both groups value the role of football players, while residents also appreciate the role of marathon runners. Tennis players are the less relevant sports celebrities to build Spain’s destination image.

Originality/value

First, a new statistical analysis in the marketing discipline, QCA, has been used. The use of qualitative approaches to investigate destination images has been scarce. Second, the study of the role of sports celebrity endorsement on brand–place attachment has yet to be investigated. Third, studies about the role of residents in the image of a tourism destination/city are scarce. Tourists and residents must be investigated because they can benefit from sports celebrities' activities.

中文翻译：

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体育大使与目的地形象：模糊集分析

 目的

本文旨在识别因果条件（名人属性）的不同组合来解释我们的结果：目的地图像。更具体地说，三个主要研究问题指导我们的工作：（1）优秀运动员应该具备哪些属性来提升他/她的国家作为目的地的形象？ (2) 对于不同的产品类别，这些是否相同？ （3）游客和居民有区别吗？

设计/方法论/途径

为此，我们对 187 名参与者（105 名游客和 82 名居民）样本进行了模糊集定性比较分析 (fsQCA)。

 发现

结果表明，体育名人的某些特质对于提升目的地形象比其他特质更为重要。应优先考虑出现在中间和简约分析中的体育名人的属性。这就是诚信的情况。其次，经验是一个外围要求（只出现在中间分析中）。第三，吸引力是不必要的，并且在许多解决方案中是一个甚至不受欢迎的属性。第四，在比较游客和居民时，两个群体都看重足球运动员的作用，而居民也欣赏马拉松运动员的作用。网球运动员是与塑造西班牙目的地形象不太相关的体育名人。

 原创性/价值

首先，使用了营销学科中的新统计分析 QCA。使用定性方法来研究目的地图像的情况一直很少。其次，体育名人代言对品牌地位依恋的作用还有待研究。第三，关于居民在旅游目的地/城市形象中的作用的研究很少。游客和居民必须受到调查，因为他们可以从体育名人的活动中受益。