Research on the impact of sports event image on tourism loyalty in heritage sites: An empirical study based on the Yongding Tulou marathon

Sports event imagery significantly enhances tourist loyalty to heritage sites, such as Fujian's Yongding Tulou, by positively influencing their perception and emotional attachment. A study of the 2022 Yongding Tulou Marathon revealed that while sports events can boost the cognitive image of heritage, they do not directly foster a strong sense of place attachment. Instead, heritage imagery itself drives deeper emotional connections, which in turn strengthen tourist loyalty. Additionally, positive experiences during sports events further amplify this effect by improving perceptions of heritage. Demographic factors like gender, age, participation frequency, and running distance also play a crucial role in shaping how event imagery impacts destination loyalty. This research provides actionable insights for sustainable heritage development and offers a methodological framework to study the interplay between sports tourism and cultural preservation.

Du, J., Zheng, G., Liang, J., & Ma, Y. (2025). Research on the impact of sports event image on tourism loyalty in heritage sites: An empirical study based on the Yongding Tulou marathon. PLOS One, 20(6), e0326333. https://doi.org/10.1371/journal.pone.0326333