The Impact of Service Quality on Destination Image among Sports Event Participants: Evidence from the International School Games (Bahrain 2024)
DOI:
https://doi.org/10.37359/JOPE.V38(3)2026.2411Keywords:
Sport Events, Service Quality, Destination Image, Sports Tourism, BahrainAbstract
The present study focuses on the effects of service quality on destination image formation for the participants in the International School Games Bahrain 2024. In this regard, a descriptive survey research design was utilized, and data were collected using a valid questionnaire that was distributed to 360 randomly chosen participants who belong to different nationalities and serve various purposes in the event. Results show that all five aspects of service quality are highly satisfied by the participants, and these include tangibility, reliability, responsiveness, assurance, and empathy. In addition, a positive destination image is perceived by them in terms of modernity, development, facilities, safety, and a friendly society. There is a significant effect of service quality on destination image (p < .001), where service quality predicts 83.8% of the variance in destination image. The School Games Bahrain 2024 is presented here as an international multi-sport event from which it is possible to see how organizing international events positively impacts the national image of a country and also leads to positive tourism and economic effects, provided there are good service standards during such events. The situation in Bahrain is shown here not as a unique case, but as an exemplary context. The study helps fill the gap both at a global and regional level by stressing the importance of service quality for the perception of the destination and recommending using mixed-methods research in the future.
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