프로야구 선수에 대한 신뢰성과 일치성이 구단지역의 방문의도에 미치는 영향

초록

This study investigated the effects of professional baseball players’ source credibility (expertise, trustworthiness, and attractiveness) and congruity (player–tourist and region) on trust in the team’s local area and tourist visit intentions. Drawing on trust transfer and congruity theories, it examined how perceptions of players shape regional image and influence tourist behavior. Survey data from 301 participants were analyzed using structural equation modeling. The results showed that players’ expertise and trustworthiness positively influenced trust in the local area, whereas attractiveness had little to no effect. In addition, both player–tourist and player–region congruity enhanced regional trust and visit intentions, supporting trust transfer theory within sports tourism and clarifying how congruity connects player perceptions with actual behavioral intentions. This study contributes to a deeper understanding of how sports players influence regional tourism and offers practical guidance for regional marketing strategies, emphasizing that aligning player image with regional identity is essential for strengthening the regional tourism brand.

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