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The purpose of this paper is to gauge potential interest in equestrian events for a proposed multi-use international horse park.

Multi-stage, mixed methods were employed, including interviews with industry professionals at competing horse parks, a survey of potential visitors and an economic impact analysis.

Both industry professionals and equine tourists felt that the proposed facility had the potential to succeed with an international horse park especially as it already has a strong equine culture. Potential visitors already possess a high awareness of city as an equestrian tourist destination, and the majority said they would visit the new facility to take part in, or watch equine events. At medium utilization, the facility has the potential to attract 225 events to the park annually, attracting approximately 428,000 attendees. This would have an annual spending impact of about US$38 million, generating 575 full-time jobs.

Based on the results, a number of recommendations were made to the local chamber of commerce by the researchers, but the key suggestion was that stakeholders in Aiken proceed cautiously with a phased approach to development.

Despite the growing body of literature related to measuring the impacts of events, very few researchers have looked at the feasibility of new events, and the need to measure potential demand for a new facility. This paper is therefore unique and of great value to both researchers and practitioners.

This case study focuses on basic business approaches in the decision-making by considering owners and stakeholders’ perspective in highlighting the related issues in customer service, marketing (marketing mix and product mix), strategy, business management and operational management of the sport business in the private sector of Abu Dhabi. At the end of this exercise, students should have a clear consideration of the following: understanding of the equestrian business products and services elements, description of the marketing mix the equestrian business products and services elements, definition of the product mix approach of the marketing mix in equestrian business management, distinguishing needs of product mix alternative decisions approach in equestrian business management in the private sector and labeling of two main customer services based issues and propose a solution using product mix alternatives approaches (expand/eliminate).

Mandara Equestrian Club (MEC) was the culmination of a dream for Faysal Urfali, a Lebanese entrepreneur, and his wife, who lived in (and loved) United Arab Emirates (UAE) for more than 20 years ago. The dream started in 2012, when the Urfali family was vacationing in Spain. They fell in love with the Arabian breed of horses, famous for their wide, flat forehead, soulful eyes, broad muzzle, erect ears, slender neck and flowing, shining mane. Arabian horses are also renowned for their beauty, loyalty, strength and intelligence. Arabian horses are an intrinsic part of Arabian tradition and heritage, always described in Arabic literature as a sign of pride, courage and dignity, in recitation legends of wars. The Urafalis did not have experience with horses during that period, but that did not stop them from starting an equine business in the UAE, specifically in the Emirate of Abu Dhabi. Urfali started MEC in Al Rahba City, a small town in the north site of Abu Dhabi, the Capital of UAE. At its inception in 2013, MEC was open only for private use. In 2014, Urfali decided to open the club to the public due to high demand from visitors and horses’ lovers who were visiting the place to see the horses and request horse rides. MEC carries forward Urfali’s passion for Arabian horses, as it specializes in the care and training of show horses. MEC also offers other equine activities and services for both horse owners and horseback riders. In early 2019, Urfali conducted a meeting to assess MEC’s financial statements and discuss daily business operations. The meeting determined that the club was facing several business challenges to address which, it needs some substantial changes in order to maintain its smooth-functioning. Challenges the club faced involved customer relationship management, customer attraction and skill shortages in the industry. Urfali understood that focusing on MEC as a business operation means raising the marker of success to more than just the fulfillment of a dream. Will MEC be able to keep its focus with such changes?

Undergraduate students majoring in Business Management, Marketing and Strategic Management.

Teaching Notes are available for educators only.

CSS 11: Strategy

The purpose of this paper is to investigate what factors have a significant effect on equestrians’ participation in equestrian tourism.

The methodology was quantitative research data analysis. Survey questionnaires (perceived risk, involvement, and intention to (re)visit questions) were developed based on pertinent previous studies. A main study was conducted in West Texas in the USA with college students.

This study found that the perceived risk factors significantly affected involvement factors and, in turn, affected intention to (re)visit in equestrian tourism.

Although equestrian tourism has many positive effects on tourists such as health benefits as well as local economies, equestrian tourism in the USA is considered one of the least favorite leisure sports compared to other sports activities. Consequentially, there are few studies related to equestrian tourists, this paper adds to a currently niche area of study.

This case requires students to analyze the economic impact of a sporting mega-event. Mega-events are defined as infrequent events (maybe spread over several days) that attract a large crowd of visitors. Economic impact studies are becoming ubiquitous in analyzing the impact of sporting events, universities and other businesses. Properly constructed these reports can be valuable tools for decision makers. Unfortunately, many impact studies are not constructed accurately and may mislead and misrepresent information. This case raises these issues so that students may be better placed to critically analyze the impact of mega-events.

There are a number of academic articles that have analyzed these types of events and they are referred to in this case and instructor’s manual. The academic articles are complemented by one of the author’s firsthand knowledge of the event through working at the World Equestrian Games, a third-party economic impact study and media reports.

The case would be appropriate for a variety of undergraduate courses including upper-level economics (particularly regional economics or local economic development), marketing, sport management as well as some finance courses such as public finance. Outside of business courses, it would be well suited to a course in political economy or public policy. The case could potentially be used in a graduate course in sports management or a course in local economic development (in an MBA or MPA program).

This paper aims to describe an exploratory research and design process that uses illustrative techniques to bridge the gap between theoretical principles of systems ecology, stakeholder input and a workable physical planning strategy for Ultuna Campus in Uppsala, Sweden.

Stakeholder interviews provide the empirical basis for this exploratory design process, in conjunction with landscape analysis, and review of previous proposals for campus development. Central principles of self-organizing systems are selected and concretized as visionary hypotheses in a physical context. Preliminary design concepts and plans illustrate sustainable systems while supporting new functional programmatic requirements: housing, industry-research collaboration, transportation and community-integrated landscapes.

The result is a proposal based on regenerative landscape design, envisioning campus Ultuna as a coherent whole.

A large-scale modern building program is already underway at Ultuna, and rapid urbanization in the surrounding region coupled with projected growth on campus suggests future intensification of university lands. A master plan to be implemented until 2040 is now in the preliminary design phase. Ultuna is home to significant cultural and ecological landscapes, and a holistic approach is called for.

Illustrative techniques suggest ways to synthesize knowledge by creating future scenarios that are workable in practice.

Global challenges call for designs that enhance environmental and human resources and their capacity to regenerate over time. Sustainability objectives are particularly crucial when envisioning university campuses; the environment serves as a laboratory for researchers, teachers, students and residents of the surrounding community.

This paper describes an innovative process for bridging ecological principles, stakeholder perspectives and practical design strategies for sustainable campuses.

A number of tourism researchers have suggested that despite the proliferation of research in the field, the exchange of knowledge from academic research to practical application in the industry is poor. The argument made is that academic research seldom influences the real world of practice, and that for knowledge transfer to assist destinations a paradigm shift is required. This chapter takes a look at the challenges of knowledge transfer in tourism and focuses on a unique research center in South Carolina, where private and public sectors have joined together in an effort to support applied and commercially relevant research in order to improve the competitiveness of the state as a destination.

The introduction of the New Engineering Contract (NEC) in the United Kingdom came at a time when the Royal Hong Kong Jockey Club were embarking on major contract works. This new contract provided the type of simple, flexible document ideal for our organization, which seeks to enter into co‐operative joint ventures with contractors. This, however, has not been an example followed by other Employers in Hong Kong and this paper gives the author's views on the reasons for this and the prospects of a change in the future. The paper then summarises presentations by members of the Jockey Club's professional consultants and one of the Contractors at the Hong Kong NEC Conference. The Club's projects are described in detail, however, the timing of the paper in advance of completion of the two major projects prevents a final assessment of the use of NEC in Hong Kong.

The main objective of this research is to analyze satisfaction with tourist services linked to the concept of sustainability in the context of a visit to the so-called equestrian show. The equestrian show adds values from the cultures that passed through the city. Specifically, the study focuses on tourist loyalty based on satisfaction with tourist services, satisfaction with the equestrian show and its overall quality. The fieldwork has been conducted in Córdoba, Spain. There are few studies on the relationship between tourist services linked to the concepts of sustainability and loyalty from the perspective of equestrian show management, making this a novel contribution to research.

The methodology used is based on a partial least squares structural equation modeling (PLS-SEM) approach.

To achieve the proposed objective, a structured questionnaire was used, and the results obtained confirm that satisfaction with tourist services linked to the concept of sustainability and the assessment of quality positively influence tourist loyalty. Consequently, they recommend returning to the destination and repeating the visit.

Heritage in Córdoba, Spain, is internationally recognized. Its uniqueness, with four world inscriptions along with the cultures that inhabited it, left a material heritage legacy in the city. Over time, this legacy has made it a magnet for visitors, making it essential to delve into its management and how concepts such as satisfaction with tourist services, combined with sustainability, impact the improvement of the visit.