All for one and one for all: The spillover effect of sports on tourism market value
基于关联网络记忆理论，研究发现知名足球运动员的签约公告会提升所在国酒店连锁的市场价值，揭示了体育明星对旅游业的溢出效应。
The literature on sports tourism shows the relationship between sports events and market value from different perspectives; however, the results of this study offer a new theoretical angle: the spillover effect of high-profile athletes on hotel market value. On the basis of the associative network memory theory, we argue that people create connections between athletes and the country where these athletes play, thereby enhancing the country’s brand awareness and recognition. The empirical analysis, focused on renowned soccer signings and their effects on hotel chains, shows an increase in market value attributed to the announcements of the signings of these acclaimed athletes, giving rise to a spillover effect. The main theoretical implication derived from the alluded new theoretical angle of the spillover effect of high-profile soccer players on hotel market value.