Reconceptualising Competitive Effectiveness in Sport Tourism: The Interplay Between Credibility and Hospitality

Abstract

This study investigates the correlation between destination hospitality and credibility to ascertain competitive advantage in the sports tourism sector. The study, which is based on Value Co-creation theory, says that a destination's strategic positioning is based on how trustworthy it seems and how good the service environment is. Data from 262 participants in various domestic and international sporting events in Malaysia were gathered using a quantitative technique. Structural research shows that great hospitality is a key factor that makes a destination much more appealing, even though credibility is a must for tourists to be interested. The results show how important it is for professionals to manage operations and for stakeholders to get involved in creating unique, value-co-created experiences that keep tourists coming back. This research offers tourist authorities a strategic framework by underscoring the need to integrate intangible social factors into infrastructure-focused development plans to enhance global competitiveness.