In the evolving landscape of sports tourism, understanding what drives visitors to return to particular destinations has become a crucial focus for researchers and industry stakeholders alike. A groundbreaking study led by Gao, W., Cao, D., and Lyu, T., published in BMC Psychology in 2026, offers a pioneering investigation into the psychological mechanisms underpinning revisit intentions among sports tourists. Utilizing an extended theory of planned behavior (TPB) framework, the research elucidates the complex interplay of cognitive, emotional, and social factors that collectively shape tourists’ decisions to come back to favored sports venues or events.
The theory of planned behavior is a well-established psychological model that explains human actions through three primary determinants: attitudes toward the behavior, subjective norms, and perceived behavioral control. Gao and colleagues innovatively enhanced this model by incorporating additional constructs such as emotional attachment and past experience, thereby providing a more nuanced lens to predict and influence revisit intentions. This integration acknowledges that sports tourists’ decisions are not solely rational calculations but also deeply embedded in affective experiences and memories formed during their initial visits.
Sports tourism, as a multifaceted sector, blends leisure, physical activity, and cultural exchange. It encompasses everything from attending high-profile sporting events to participating in local recreational activities, and each of these experiences generates different motivational profiles. Gao et al.’s extended TPB model captures these differences by examining how specific psychological factors drive different types of sports tourists, ranging from hardcore fans to casual participants. Their findings suggest that emotional connections forged at sports destinations play a pivotal role in fostering loyalty, effectively making past emotions a predictive variable for future behavior.
One of the compelling insights from the study is the quantifiable influence of social norms on revisit intentions. Sports tourists often navigate a social environment where peer opinions and communal endorsements significantly shape travel decisions. This social dimension functions as an external motivator, bolstering an individual’s intention to revisit when they perceive strong approval or encouragement from significant others. The researchers emphasize that marketing strategies should leverage this by fostering community engagement and building social proof around sports tourism experiences.
The researchers also delve into perceived behavioral control—an individual’s assessment of their ability to execute a particular behavior—as a determinant of revisit intentions. This includes evaluating personal resources such as time, money, and accessibility. Gao et al. demonstrate that facilitating easier access to sports events and reducing perceived barriers can substantially increase the likelihood of repeat visits. This points to infrastructural improvements and user-friendly services as critical levers in sports tourism destination management.
Perhaps one of the study’s most innovative contributions is its examination of emotional attachment. This construct refers to the psychological bonding and sense of belonging sports tourists develop with destinations or events. The researchers argue that emotional attachment enriches the TPB by capturing the sentimental value that destinations hold, which transcends mere satisfaction. Destinations that foster strong emotional ties with visitors are better positioned to cultivate a loyal customer base, transforming one-time tourists into committed advocates.
Methodologically, Gao et al. employed quantitative analysis across a diverse sample of sports tourists to validate their extended TPB model. By applying structural equation modeling, they tested the interrelations among attitudes, social norms, perceived control, emotional attachment, and revisit intentions, achieving statistically robust results. This empirical rigor lends credibility to their theoretical advancements, setting a new benchmark for future studies in the domain.
The practical implications of this research are vast. For destination marketers and event organizers, understanding the psychological underpinnings of revisit behavior enables the design of targeted campaigns that resonate on an emotional and social level. Creating memorable, meaningful experiences becomes as important as logistical considerations. Furthermore, enriched data-driven segmentation strategies can identify visitor subgroups with different motivational profiles, allowing personalized engagement approaches that maximize retention.
This study also addresses a notable gap in sports tourism literature by integrating behavioral theory with nuanced psychological constructs. Past research often treated revisit intentions purely as transactional outcomes, neglecting the rich tapestry of emotional and normative influences. Gao et al.’s model paves the way for more holistic investigations, encouraging scholars to explore how affective and cognitive dimensions converge in shaping tourist loyalty.
Additionally, the authors discuss the evolving technological landscape’s role in mediating perceived behavioral control and social norms. Digital platforms allow sports tourists to access information, share experiences, and gain social validation in real time, potentially amplifying their intentions to revisit. The integration of technology into the extended TPB framework suggests future research avenues investigating the impact of virtual engagement and social media on sports tourism behaviors.
While the study offers transformative insights, it also acknowledges certain limitations. The sample, though diverse, was geographically constrained to particular regions, which may influence generalizability. Moreover, the cross-sectional design captures intentions at a single time point, inviting longitudinal approaches to understand how revisit intentions evolve and potentially convert into actual behavior over time. These considerations highlight the need for continued empirical refinement.
In conclusion, Gao, Cao, and Lyu’s 2026 study marks a significant advance in disentangling the motivational complexities behind sports tourists’ decisions to return. By extending the theory of planned behavior to include emotional and experiential dimensions, the research not only deepens theoretical understanding but also offers pragmatic pathways for enhancing destination appeal and loyalty. For an industry that thrives on repeat engagement, their findings represent a compelling roadmap to harness psychological insights for sustained growth and competitive advantage in the dynamic world of sports tourism.
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Gao, W., Cao, D., Lyu, T. et al. Revisit intentions of sports tourists: an extended theory of planned behavior approach. BMC Psychol (2026). https://doi.org/10.1186/s40359-025-03892-6
Image Credits: AI Generated
DOI: https://doi.org/10.1186/s40359-025-03892-6
Keywords: sports tourism, revisit intentions, theory of planned behavior, emotional attachment, perceived behavioral control, social norms, tourist loyalty, behavioral psychology
