Cultivating a Sense of Belonging and Promoting Sports Fans' Travel Intentions: Evidence From an Emerging Economy Market

Abstract

The aim of this study is to examine Chinese football fans’ sense of belonging to the virtual communities of their favorite European teams and their intention to visit Europe and watch a live match. Drawing on a survey of 488 Chinese football fans, the findings reveal that ideal self-congruence, brand identification and the ability of virtual communities affect fans’ sense of belonging. Finally, sense of belonging influences fans’ travel intentions, and a positive attitude toward the destination and city strengthens the positive relationship between sense of belonging and the intention to travel.