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Visitor composition and event‐related spending

Marijke Taks (Based in the Department of Kinesiology, University of Windsor, Windsor, Canada)
B. Christine Green (Based in the Department of Kinesiology and Health Education, University of Texas at Austin, Austin, Texas, USA)
Laurence Chalip (Based in the Department of Kinesiology and Health Education, University of Texas at Austin, Austin, Texas, USA)
Stefan Kesenne (Based in the Department of Economics, University of Antwerp, Antwerp, Belgium; and Human Kinesiology Department, Catholic University of Leuven, Leuven, Belgium; and Euromed Marseille School of Management, Marseille, France)
Scott Martyn (Based in the Department of Kinesiology, University of Windsor, Windsor, Canada)

International Journal of Culture, Tourism and Hospitality Research

ISSN: 1750-6182

Article publication date: 31 May 2013

1996

Abstract

Purpose

The purpose of this paper is to examine the spending patterns of non‐local participants and spectators at a medium‐sized international sport event, to segment their spending patterns and consider implications for the quality of each segment's event experience.

Design/methodology/approach

Spending in nine sectors of the economy is measured via self‐report, and respondents are segmented into five groups: spectators, athletes, coaches, officials, and other participants (e.g. media, medical staff). The daily and aggregate spend for each segment in each economic sector is calculated and compared. Regression analysis tests differences among segments for each economic sector.

Findings

Participants account for 39 per cent of aggregate spend; coaches are the biggest spenders; athletes spend relatively little. The segments spend differently on hospitality, private transportation, grocery, and retail, with spectators spending significantly more than the participant groups on hospitality and private transportation, and significantly less on groceries and merchandise. Spending in sectors normally associated with celebration and festivity accounts for only 8 per cent of total spend.

Research limitations/implications

Findings are derived from a single event, but are consistent with other work, suggesting that inadequate attention is given to opportunities for festive celebration, especially among athletes.

Practical implications

Coaches are a particularly useful target market for retailers, whereas hoteliers and service stations should target their marketing at spectators. Event organizers should do more to build festivals.

Originality/value

This paper identifies the ways that different segments organize their spending at an event, and demonstrates that greater attention to festivals could enhance a sport event's overall impact.

Keywords

Citation

Taks, M., Christine Green, B., Chalip, L., Kesenne, S. and Martyn, S. (2013), "Visitor composition and event‐related spending", International Journal of Culture, Tourism and Hospitality Research, Vol. 7 No. 2, pp. 132-147. https://doi.org/10.1108/IJCTHR-04-2013-0020

Publisher

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Emerald Group Publishing Limited

Copyright © 2013, Emerald Group Publishing Limited

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