The study employs a mixed-method approach combining questionnaire surveys and open-ended questions. Data was collected through convenience sampling and analyzed using PLS-SEM for the theoretical model testing. The questionnaire included five main constructs with additional qualitative data from open-ended questions.
This study examines the integration mechanism of sports celebrity intellectual property and fan circle culture in sports tourism context, developing an integrated framework to investigate relationships among sports athlete charisma, fan identification, expected perceived experience value and purchase intention, with fan circle environment as a moderating variable.
Results show that sports celebrity charisma influences purchase intention through multiple pathways. Unexpectedly, intense fan circle environment weakens the positive effects of celebrity charisma. Qualitative analysis reveals respondents prioritize positive emotional experiences.
The study extends the parasocial interaction theory to sports tourism context reveals the dual role of fan circle culture and innovatively constructs a theoretical framework integrating sports celebrity IP with fan circle culture.
