THE EFFECT OF SPORT NOSTALGIA ON DISCRETE POSITIVE EMOTIONS, POSITIVE eWOM, AND REVISIT INTENTION OF SPORT TOURISTS: A CONCEPTUAL FRAMEWORK

Ragu Prasadh Rajendran, C. Joe Arun

Abstract


Sport nostalgia has been identified as a key factor to understand sport tourists’ revisit intention. This study is among the first to establish a conceptual model that links sport nostalgia, discrete positive emotions, positive electronic word-of-mouth (eWOM), and revisit intention in the sport tourism context. The conceptual model is based on Stimulus-Organism-Response (SOR) model, because of its theoretical importance. As such, it is a rare attempt to explain the role of upbeat / elation, serenity / calm, warm / tender emotions, and positive eWOM in sport tourism research. This conceptual model will help to understand how sport tourists’ revisit intention can be enhanced and will assist sport marketers and policy makers to establish appropriate marketing strategies related to sport nostalgia. Designing unique, tailor-made and, memorable experiences can increase sport nostalgia, and, particularly, discrete positive emotions, and positive eWOM, in the sport tourism context. A methodological approach is also suggested to empirically test the hypotheses proposed in the study.

Keywords: Sport Nostalgia, Positive Emotions, Positive eWOM, Revisit Intention, Sport Tourists.


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