Understanding tourist satisfaction and loyalty at World Cups: a comprehensive analysis of motivations and age effects

Carvache-Franco M.; Hassan T.; Orden-Mejía M.; Carvache-Franco O.; Carvache-Franco W. · Cogent Business and Management (2025) · DOI: 10.1080/23311975.2025.2593093

Resumen

World Cups boost inbound tourism by attracting visitors motivated by sporting interest and cultural experiences, generating economic and social impacts for host destinations. Although sports tourism has been extensively studied, there is a gap in research on tourist behavior at World Cups from a comprehensive perspective. This study aimed to a) examine the influence of motivational dimensions on satisfaction, b) evaluate the impact of satisfaction on loyalty, and c) analyze the moderating effect of age on the relationship between motivations and satisfaction. A quantitative design was employed, with data collected through face-to-face surveys from 503 participants. The analysis was conducted using partial least squares structural equation modeling (PLS-SEM). The results reveal that tourists’ motivations have a differentiated impact on their satisfaction with the sporting event, emphasizing the moderating role of age in this relationship. Moreover, satisfaction is confirmed as a key predictor of loyalty. These findings’ theoretical and practical implications are discussed, along with recommendations for managing sporting events and developing effective tourism marketing strategies.

Instituciones: Universidad ESAN