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<p>This study analyses how sport celebrities’ perceived attributes shape a country’s brand image as a tourist destination and how conclusions depend on the analytical approach used. Drawing on image transfer and celebrity endorsement research, athlete attributes are conceptualised as credibility cues whose effects may be configurational and asymmetric. Using survey data from 187 residents and tourists in Spain and focusing on football, tennis, and marathon running, we compare fuzzy-set Qualitative Comparative Analysis (fsQCA) with logistic regression. The fsQCA results reveal multiple sufficient configurations dominated by trustworthiness and expertise, while attractiveness is neither necessary nor consistently beneficial. In contrast, regression identifies only a limited set of isolated net effects that vary across audiences. Overall, the findings show that method choice matters and that configurational analytics provide richer insight into endorsement-driven country image as a tourist destination formation than symmetric, net-effects models.</p>

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From endorsement to country image as a tourist destination: comparing fsQCA and logistic regression in sport celebrity analytics

  • 期刊论文

  • 发表日期：

    2026年5月26日

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  • Isabel P. Riquelme,
  • Natalia Vila,
  • Inés Küster,
  • Elisabet Mora

摘要

This study analyses how sport celebrities’ perceived attributes shape a country’s brand image as a tourist destination and how conclusions depend on the analytical approach used. Drawing on image transfer and celebrity endorsement research, athlete attributes are conceptualised as credibility cues whose effects may be configurational and asymmetric. Using survey data from 187 residents and tourists in Spain and focusing on football, tennis, and marathon running, we compare fuzzy-set Qualitative Comparative Analysis (fsQCA) with logistic regression. The fsQCA results reveal multiple sufficient configurations dominated by trustworthiness and expertise, while attractiveness is neither necessary nor consistently beneficial. In contrast, regression identifies only a limited set of isolated net effects that vary across audiences. Overall, the findings show that method choice matters and that configurational analytics provide richer insight into endorsement-driven country image as a tourist destination formation than symmetric, net-effects models.