Purpose: This study constructs the influence mechanism model of sustainable marketing activities (SMAs), event image, commemorative product perceived value and tourists’ behavioral intentions (TBIs) in the sports tourism context of the Beijing Winter Olympic Games. Additionally, the article discusses the role of event image and product perceived value in enhancing the SMAs’ effect on TBIs. Design/methodology/approach: The research analyzed 315 valid questionnaires from tourists in the Chinese market by structural equation modeling. Findings: The results indicate that SMAs positively impact sports tourism event image, tourists’ perceived commemorative product value and TBIs. Meanwhile, event image and product perceived value mediate the SMAs and TBIs relationship. Research limitations/implications: Considering SMAs as essential for sustainable development, this paper contributes to ...