Reliability and convergent validity tests of variables
| Variables | Items | Loadings |
|---|---|---|
| Sustainable marketing activities (SMAs) of BOCOG (Jung et al., 2020) α = 0.915; C.R. = 0.916; AVE = 0.684 | ||
| SMAs1 | Beijing Organizing Committee for the Olympic Games has made diversified efforts for the promotion of Olympic tourism products (e.g. multichannel advertising, star endorsement, etc.), and this organization has made efforts in technological innovation (e.g. the application of big data technology and computer algorithms) | 0.825 |
| SMAs2 | Part of the revenue from Olympic tourism products will be returned to society (e.g. construction of community sports facilities, training of sports talents, etc.) | 0.861 |
| SMAs3 | Beijing Winter Olympics is the first Olympic Games to achieve carbon neutrality | 0.825 |
| SMAs4 | Bing Dwen Dwen’s Olympic commemorative products reflect environmental protection concepts, such as the utilization of environmentally friendly materials | 0.816 |
| SMAs5 | The Beijing Olympic Games has well transmitted Chinese traditional culture and the Olympic spirit (e.g. the opening and closing ceremony performance, the design elements of athletes’ competition clothing, the design of Olympic commemorative products, the design of venues, etc.) | 0.806 |
| Sports tourism event image (STEI) of Beijing Winter Olympic Games (based on Kaplanidou and Vogt, 2007; Kaplanidou, 2010; Deng et al., 2015) α = 0.940; C.R. = 0.940; AVE = 0.796 | ||
| STEI1 | Do you think it is valuable to participate in the Beijing Winter Olympics (Valuable-Worthless) | 0.887 |
| STEI2 | Do you feel excited about the hosting of the Beijing Winter Olympics and watching relevant competitions (Boring-Exciting) | 0.892 |
| STEI3 | Do you think the message delivered by Beijing Winter Olympics is healthy (Healthy-Unhealthy) | 0.885 |
| STEI4 | Are you happy to participate in the Beijing Winter Olympics (Sad-Joyful) | 0.904 |
| Tourists’ perceived value (TPV) of Olympic commemorative products (based on Chen and Lin, 2019; Currás-Pérez et al., 2018) α = 0.926; C.R. = 0.926; AVE = 0.716 | ||
| TPV1 | The design of Bing Dwen Dwen is lovely | 0.838 |
| TPV2 | The price of Bing Dwen Dwen products is reasonable | 0.848 |
| TPV3 | The scarcity and limitation of Olympic commemorative products make them have investment value and collection value | 0.842 |
| TPV4 | As a popular product in the Olympic cycle, buying Bing Dwen Dwen products will make you feel great joy and satisfaction | 0.855 |
| TPV5 | Because of the scarcity and limitation of Olympic commemorative products, buying them will enable you to obtain the recognition of the surrounding people and improve your perceived social status | 0.846 |
| Tourists’ behavioral intentions (TBIs) (Oliver, 1997; Yang et al., 2011) α = 0.966; C.R. = 0.966; AVE = 0.828 | ||
| TBIs1 | You have a strong desire to buy Bing Dwen Dwen products, whether online or offline | 0.904 |
| TBIs2 | Bing Dwen Dwen is still in short supply, but you still prefer to spend more time (e.g. booking) waiting to get it | 0.917 |
| TBIs3 | You will share with other people positive information about products | 0.911 |
| TBIs4 | You will encourage or recommend others to buy the products | 0.922 |
| TBIs5 | After the Olympic Games, you will also buy the Bing Dwen Dwen peripheral products | 0.897 |
| TBIs6 | Compared with the Olympic Games, your willingness to buy commemorative products decreased significantly after the Olympic Games | 0.901 |
| Variables | Items | Loadings |
|---|---|---|
| Sustainable marketing activities (SMAs) of BOCOG ( | ||
| SMAs1 | Beijing Organizing Committee for the Olympic Games has made diversified efforts for the promotion of Olympic tourism products (e.g. multichannel advertising, star endorsement, etc.), and this organization has made efforts in technological innovation (e.g. the application of big data technology and computer algorithms) | 0.825 |
| SMAs2 | Part of the revenue from Olympic tourism products will be returned to society (e.g. construction of community sports facilities, training of sports talents, etc.) | 0.861 |
| SMAs3 | Beijing Winter Olympics is the first Olympic Games to achieve carbon neutrality | 0.825 |
| SMAs4 | Bing Dwen Dwen’s Olympic commemorative products reflect environmental protection concepts, such as the utilization of environmentally friendly materials | 0.816 |
| SMAs5 | The Beijing Olympic Games has well transmitted Chinese traditional culture and the Olympic spirit (e.g. the opening and closing ceremony performance, the design elements of athletes’ competition clothing, the design of Olympic commemorative products, the design of venues, etc.) | 0.806 |
| Sports tourism event image (STEI) of Beijing Winter Olympic Games (based on | ||
| STEI1 | Do you think it is valuable to participate in the Beijing Winter Olympics (Valuable-Worthless) | 0.887 |
| STEI2 | Do you feel excited about the hosting of the Beijing Winter Olympics and watching relevant competitions (Boring-Exciting) | 0.892 |
| STEI3 | Do you think the message delivered by Beijing Winter Olympics is healthy (Healthy-Unhealthy) | 0.885 |
| STEI4 | Are you happy to participate in the Beijing Winter Olympics (Sad-Joyful) | 0.904 |
| Tourists’ perceived value (TPV) of Olympic commemorative products (based on | ||
| TPV1 | The design of Bing Dwen Dwen is lovely | 0.838 |
| TPV2 | The price of Bing Dwen Dwen products is reasonable | 0.848 |
| TPV3 | The scarcity and limitation of Olympic commemorative products make them have investment value and collection value | 0.842 |
| TPV4 | As a popular product in the Olympic cycle, buying Bing Dwen Dwen products will make you feel great joy and satisfaction | 0.855 |
| TPV5 | Because of the scarcity and limitation of Olympic commemorative products, buying them will enable you to obtain the recognition of the surrounding people and improve your perceived social status | 0.846 |
| Tourists’ behavioral intentions (TBIs) ( | ||
| TBIs1 | You have a strong desire to buy Bing Dwen Dwen products, whether online or offline | 0.904 |
| TBIs2 | Bing Dwen Dwen is still in short supply, but you still prefer to spend more time (e.g. booking) waiting to get it | 0.917 |
| TBIs3 | You will share with other people positive information about products | 0.911 |
| TBIs4 | You will encourage or recommend others to buy the products | 0.922 |
| TBIs5 | After the Olympic Games, you will also buy the Bing Dwen Dwen peripheral products | 0.897 |
| TBIs6 | Compared with the Olympic Games, your willingness to buy commemorative products decreased significantly after the Olympic Games | 0.901 |
Note(s): BOCOG = Beijing Organizing Committee of the Olympic Games; α = Cronbach’s alpha; C.R. = Composite reliability; AVE = Average variance extracted
Source(s): Authors’ elaboration
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