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This article proposes a theory of direct and indirect inf luences of the Olympic Games on international tourism behavior and presents test results of the theory using a quasi-experimental research design and visitor exit data (n = 3,875 useable surveys). Key finding: among prior visitors to Australia, the share searching for information nearly doubles (from 30 to 59 per cent) in comparing visitors reporting no change in awareness to substantial increase in awareness of Australia as a vacation destination due to hosting the Olympics. Conclusion: hosting international mega-events may result in substantial increases in activities and expenditures by visitors but such impacts occur through increases in visitors' search for information.

The purpose of this paper is to explore the determinants of Marathon event spending by estimated expenditure models.

This study analyzes the impact of socio-demographic and travel-context factors on aggregated and disaggregated expenditures by event visitors who participated in the Fargo Marathon in Fargo, North Dakota.

The results indicate that event satisfaction does not have an influence on any types of expenditure. As the planning time increases, however, there is a positive effect on total expenditure. First-time visitors are shown to spend more money, especially on food and beverage, lodging and total expenditure. Conversely, the number of past experiences of the event had a negative influence on these expenditure types.

In addition to travel-related factors and socio-demographic variables, researchers had not examined the influence of repeat visits on travelers’ spending. The originality of this study lies in revealing that repeat visits decrease spending in specific categories, especially in the case of a Marathon event.

A meta-evaluation is an assessment of evaluation practices. Meta-evaluations include assessments of validity and usefulness of two or more studies that focus on the same issues. Every performance audit is grounded explicitly or implicitly in one or more theories of program evaluation. A deep understanding of alternative theories of program evaluation is helpful to gain clarity about sound auditing practices. We present a review of several theories of program evaluation.

This study includes a meta-evaluation of seven government audits on the efficiency and effectiveness of tourism departments and programs. The seven tourism-marketing performance audits are program evaluations for: Missouri, North Carolina, Tennessee, Minnesota, Australia, and two for Hawaii. The majority of these audits are negative performance assessments. Similarly, although these audits are more useful than none at all, the central conclusion of the meta-evaluation is that most of these audit reports are inadequate assessments. These audits are too limited in the issues examined; not sufficiently grounded in relevant evaluation theory and practice; and fail to include recommendations, that if implemented, would result in substantial increases in performance.

The purpose of this paper is to examine the findings from ex ante and ex post economic impact appraisals of six major sports events. The ultimate aim of the paper is to identify the factors that cause differences between forecasts of direct expenditure and figures based on primary research.

A direct expenditure forecast for each event was derived based on analysis of event documentation and informed assumptions applied from previous studies. Subsequently, a comprehensive study was undertaken involving primary data collection and associated desk research.

Of the forecasts, three were inflated and three were conservative relative to the ex post figures. In total, two potential sources of variance are examined – visitor spending and organisational expenditure. The former was found to be more unpredictable when compiling a pre‐event forecast. The group for which direct expenditure is most difficult to predict is spectators, with the most exaggerated forecasts associated with free‐to‐view events.

Neither input‐output nor computable general equilibrium models were used to analyse secondary, indirect or induced impacts. Nonetheless, direct expenditure is the basis for modelling wider impacts and is therefore worthy of consideration in its own right.

The paper's findings should enable public sector agencies to better understand the reliability of projected figures presented to them by organisers in exchange for securing financial support for their events.

Economic impact forecasts are rarely subjected to post‐event scrutiny. This research bridges the gap between ex ante and ex post figures and identifies areas where forecast accuracy can be improved.

The impact of event quality on expenditure and visitors’ loyalty has been an issue seldom analyzed by festival literature. These same incidental relations were not assessed from a temporary perspective in the case of recurrent cultural events. This paper aims to explore these causal relationships and to report on the moderation effect of the temporary inquiry on the editions of the festival.

Nine hypotheses were examined through squares SEM techniques, and the model validation was carried out by assessing the measurement and structural model. In addition, a multi-group analysis was performed to test the temporary moderation effect. Finally, a survey was applied during three successive editions (2013 = 164 cases, 2014 = 154 cases, 2015 = 128 cases).

The local and ephemeral nature of the festival favors immediate consumption, and the budget share increase among categories passes through diversification to stimulate purchases. In this particular context, the moderation induced by the sequence of editions had a conclusive impact on the analyzed relationships, generating the need to focus on the temporary variability to understand and operate the recurrent events.

The strengthening of the festival went through a stage where it opened to other segments of visitors despite the dominant opinion to preserve the local character of the event. In addition, this study clarifies that a retrospective analysis of previous editions, when compared to the stationarity perspective of the festival, allows a better understanding of the required upgrading to preserve visitor loyalty.

El impacto de la calidad del evento en el gasto y la lealtad de los visitantes ha sido un tema pocas veces analizado por la literatura de los festivales. Estas mismas relaciones incidentales no fueron valoradas desde una perspectiva temporal en el caso de eventos culturales recurrentes. El artículo explora estas relaciones causales e informa sobre el efecto moderador de la investigación longitudinal de las ediciones del festival.

Se examinaron nueve hipótesis a través de técnicas de cuadrados MES, y la validación se llevó a cabo mediante la evaluación del modelo estructural y de medición. Además, se realizó un análisis multigrupo para probar el efecto de moderación longitudinal. Los datos analizados provienen de encuestas aplicadas durante tres ediciones sucesivas (2013 = 164 casos, 2014 = 154 casos, 2015 = 128 casos).

El carácter local y efímero del evento favorece el consumo inmediato, y el aumento de la participación en el gasto entre categorías pasa por la diversificación que permite estimular la compra. En este contexto particular, la moderación inducida por la secuencia de ediciones incidió contundentemente en las relaciones analizadas, generando la necesidad de prestar atención a los cambios temporales para comprender y operar los eventos recurrentes.

El fortalecimiento del festival pasó por una etapa donde se abrió a otros segmentos de visitantes a pesar de la opinión dominante de preservar el carácter local del evento. Además, este estudio aclara que un análisis retrospectivo de ediciones anteriores, en comparación con la perspectiva de la estacionariedad del evento, permite gestionar la actualización necesaria que permite preservar la lealtad del visitante.

This paper aims to discuss visitor behaviour and net present value (NPV) of the only theme park in Turkmenistan – Turkmenbashi World of Fairytales.

Visitor behaviour, in terms of allocating time and expenditure to different parts of the theme park, is analysed using time and cost blocks. The data from a questionnaire answered by 317 visitors are employed in the descriptive analysis of visitor behaviour. The data on visitor behaviour are also incorporated into an estimation of the theme park’s net present value, as well as its sensitivity and scenario analyses.

The results show that the park is mostly visited by young people, at the time before noon or after 4 p.m. A majority of the visitors do not spend a significant amount in the theme park. Hence, achieving positive NPV may require improved revenue growth.

Turkmenbashi World of Fairytales is one of few publicly owned theme parks in the world. This provides a unique opportunity to test if positive NPV plays any role in construction of a public theme park.

The national organisations for the promotion of tourism in New Zealand are the Tourist and Publicity Department of the Government and the New Zealand Tourist and Holidays Association which represents private interests. The Government Department in Wellington is headed by a General Manager and consists of the Tourist Division which is responsible to the Minister in Charge of Tourism and Health Resorts, and the Publicity Division under the Minister of Publicity and Information. Until 1956, the Department had a third section, the Hotel Division, but this was brought under the Tourist Corporation a public body that administers state hotels.

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.

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.

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.

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.

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.

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.

The purpose of this study is to identify best practices in the implementation of market segmentation via expenditure in tourism research so that the practical potential of this technique can be realized. Market segmentation on the basis of expenditure has tremendous practical potential for tourism destinations, yet the volume of research remains slim. This article examines 20 studies of market segmentation based on expenditure in tourism research in order to identify issues and challenges which currently impede the growth of this area and its translation to policy.

The studies reviewed are analyzed on four dimensions, namely, the tourism market context, the specification of the expenditure variable, data source and sample size and the methodological approach.

To identify commonalities across big spending tourists, tourism markets should be categorized and the expenditure variable clearly specified. Studies using a relatively simple bivariate statistical analysis have more practical usefulness than those using a slightly more complex multivariate approach.

While the articles studied have been selected to include seminal and widely cited early studies and to provide a broad overview, no other selection criteria were established. The study is not exhaustive, and further research could be more broadly inclusive.

Expenditure segmentation if utilized by tourism planners can help maximize revenue from smaller tourism numbers. The results of this article show the most useful research path for practical application.

There is no prior study reviewing the literature using expenditure segmentation in the tourism context. Providing such an overview will facilitate further use of this research tool.

Since the early 1990s, New Zealand's wine industry has experienced significant growth, including the much larger volume of grapes being produced, more wineries being open to the public and more wines being exported. However, this growth has not been accompanied by published academic research on topics related to the wine industry, such as wine tourism. This paper aims to report the findings of a study conducted in New Zealand wineries that investigated differences between domestic and international winery visitors on characteristics related to their winery experience.

The study focuses on the ways in which different winery visitor groups may differ, or whether relationships exist between these.

The results indicate that there may well be differences between these two groups in several dimensions, including their winery expenditures.

While some sampling aspects reduce the generalisability of the results, the findings may have useful implications for the wine and wine tourism industries, and might be beneficial for wineries in their efforts to provide a more valuable experience for wine tourists.