This study examined the relationships between the factors that influence residents’ attitudes toward supporting for sustainable tourism in an island context. A quantification approach was employed to obtain the residents’ perspectives. This study collected 384 valid questionnaires from the residents and analyzed the collected data using structural equation modeling to test the model. The findings revealed that the Maximizing Community Participation dimension demonstrated a positive direct effect on residents’ support for sustainable tourism, and this dimension explained most of the variance in the model. The Perceived Economic Benefits dimension exhibited a positive direct effect on the residents’ support for sustainable tourism. Perceived Economic Benefits mediated the effect of Environmental Sustainability on support for sustainable tourism. The findings provide practical implications for policy makers on the promotion of sustainable tourism.

The outbreak of COVID-19 in 2020 has posed several challenges to the sporting industry, caused by the change in behavior of sporting fans from purchasing event tickets to watching live broadcasts of events on the Internet. This study aims to gain a deeper understanding of fan behavior in this “new normal”. It adopts a technology acceptance model (TAM) to explore the effects of social presence (SP) in the context of online viewing of professional sports. For this purpose, the authors conducted an online survey of viewers who watched NBA sports events on the Amazon Mechanical Turk website using the Together Mode feature of Microsoft Teams. We collected 209 valid questionnaires and performed a partial least squares structural equation modeling analysis. The results showed that the SP-TAM structural model has adequate predictive relevance, and SP has a statistically significant positive relationship with both perceived ease of use and perceived usefulness. The model was thus validated, contributing to the existing body of knowledge on emerging technologies such as the creation of a virtual audience in sports. The study’s findings suggest that technology developers should focus on the effects of SP and emphasize practical functions to increase the use intention of sporting fans. Furthermore, professional sporting leagues should prioritize the use of virtual fan technology to optimize the viewing experience of their fans.

This study developed an exploration model for sport event image fit to predict and explain the place image and quality of life in order to achieve sustainable development goals in rural communities. To validate the model, 294 valid resident responses from a rural community that hosted a sporting event in Taiwan were analyzed with partial least squares structural equations modeling (PLS-SEM). The results showed that image fit contributes to the social environment, entertainment services, and quality of life; four place image dimensions had a significantly positive effect on quality of life. The exploration model was validated, contributing to the knowledge related to Sustainable Development Goals 3 and 11.

This study examines the perceptions of festival host residents of the Dajia Mazu Pilgrimage using the proposed model to evaluate the antecedent and outcome variables of place image.Using quantitati...

Purpose: In an emerging and competitive sport and leisure marketplace, esports face the challenge of building strong connections with their fanbase. To effectively engage with esports audiences, marketers must understand the psychological characteristics that influence consumer behavior. This study aims to investigate the relationship between the need for uniqueness (NFU) and evangelism behaviors (eFANgelism) among esports consumers, with a particular focus on how varying levels of fan involvement moderate this relationship. Design/methodology/approach: A quantitative research design was employed using purposive sampling to collect data from 391 validated esports spectators. The study applied Partial Least Squares Structural Equation Modeling (PLS-SEM) to examine the direct relationship between NFU and eFANgelism. Additionally, the moderating effects of fan involvement and esports viewing habits were assessed through the Measurement Invariance of Composite Models (MICOM) and Multi-Group Analysis (MGA). Findings: The results reveal a significant positive relationship between NFU and eFANgelism. Moreover, the findings confirm that the level of consumer involvement moderates this relationship, suggesting that different fan segments exhibit varying degrees of eFANgelism based on their NFU. Watching esports content also emerged as a significant moderating factor, further highlighting the complexity of fan engagement in this digital sport domain. Originality/value: This study is one of the few to explore the intersection of NFU and eFANgelism within the context of esports. By identifying the moderating role of fan involvement and viewing behavior, the research provides valuable insights for segmenting the esports market and developing targeted marketing strategies. The findings contribute to a deeper understanding of esports consumer psychology and offer guidance for future research on emerging determinants of NFU in the esports industry.