This study examines the relationship between event satisfaction, city image, and revisit intentions, focusing on the case of the IPPOS Fall Tour 2024 in Thessaloniki. The aim is to evaluate the economic, social, and environmental impacts of the event, while exploring its contribution to strengthening the city's identity as a sports tourism destination. A quantitative methodology was adopted, using a structured online questionnaire distributed to athletes, visitors, and organizers. Data analysis was conducted with SPSS, employing descriptive statistics, reliability tests, ANOVA, regression, and correlation analyses. Results indicate that both the city and the event were positively perceived by participants, with the highest mean score recorded for the IPPOS Fall Tour image. The event's social experience was also rated highly. Revisit intention received a lower yet positive mean score, suggesting moderate willingness among participants to attend future events. Findings reveal that revisit intention is more strongly associated with overall city experience and infrastructure and services than with the event image itself. This highlights the importance of functional attributes of the host city, such as transport, accommodation, and service quality, in shaping visitor loyalty. While the IPPOS Fall Tour successfully enhanced Thessaloniki's international visibility and reinforced its image as a hub for equestrian sport, sustainable growth depends on integrating event branding with tangible improvements in the city's infrastructure and services. The study contributes to the limited literature on small-scale equestrian events, providing empirical insights from Greece and offering practical implications for policymakers and organizers. By aligning event promotion with city development strategies, Thessaloniki can strengthen its competitive position in the international sports tourism market.
Νεφέλη Μ. Ναλμπάντη (Wed,) studied this question.