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Article
Publication date: 21 December 2023

Sara Dalir

This paper aims to deepen the current knowledge of seasonality by investigating visitors’ intentional and behavioural patterns during peak and off-peak seasons. It compares the…

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Abstract

Purpose

This paper aims to deepen the current knowledge of seasonality by investigating visitors’ intentional and behavioural patterns during peak and off-peak seasons. It compares the variation in several key behavioural factors, namely, duration of stay, party size, revisit intention, spending and breakdown of spending in different sectors in hospitality and tourism including entertainment, restaurant, accommodation and transportation. Moreover, this research expands the understanding by examining the effectiveness of two innovative strategies of offering a digital app and organising a unique event to tackle seasonal imbalances through stimulating visitors’ intention to change their timing of visit from peak to off-peak periods.

Design/methodology/approach

The author initially used a Delphi approach to gather experts’ opinion on the two scenario settings: event organisation and a trip planner app. The scenarios aimed to potentially encourage visitors to change their visit time to off-peak seasons. Then, using a quantitative survey, the travel habits and spending behaviours of 310 participants were captured. Furthermore, the survey assessed their intention to travel during off-peak seasons in response to the implementation of the two innovative strategies.

Findings

The results revealed that although the number of visitors who travel in off-peak seasons may be lower, their daily spending is higher than peak season visitors. In addition to total spending per day, the duration of stay, part size, quality of accommodation and re-visit intention of visitors indicated significant variation between peak and off-peak seasons. According to the statistical analysis’ results, organising events (including festivals) proves more effective in encouraging visitors to travel during off-peak seasons compared to digital innovation (i.e. a trip planner app). This finding is in line with the tenets of the Jobs-to-be-Done Theory of innovation.

Originality/value

This study contributes by conceptualising the mechanism of seasonality and its impacts on subsectors of tourism and hospitality. To the best of the author’s knowledge, this is one of the few empirical research that compares the behavioural patterns of visitors including their average spending per day between peak and off-peak seasons. Previous studies focused on specific regions or sectors, whereas this research investigates visitors’ behaviour on a broader scale to provide more comprehensive view. Furthermore, this study is novel due to practising an outside-in approach through investigating the effectiveness of the two innovative strategies aimed at addressing seasonality in the hospitality and tourism industry from visitors’ point of view.

Details

International Journal of Contemporary Hospitality Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0959-6119

Keywords

Article
Publication date: 31 May 2013

Marijke Taks, B. Christine Green, Laurence Chalip, Stefan Kesenne and Scott Martyn

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

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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.

Details

International Journal of Culture, Tourism and Hospitality Research, vol. 7 no. 2
Type: Research Article
ISSN: 1750-6182

Keywords

Article
Publication date: 9 May 2016

Nola Agha and Daniel A. Rascher

The purpose of this paper is to understand why some sports show a positive economic impact and other sports do not, and to identify a common set of explanatory factors explaining…

Abstract

Purpose

The purpose of this paper is to understand why some sports show a positive economic impact and other sports do not, and to identify a common set of explanatory factors explaining the differences.

Design/methodology/approach

This explanatory research reviews the economic impact literature to identify the underlying conditions that would theoretically allow any sport, large or small, to generate positive economic effects.

Findings

Nine conditions are identified that, when present, could allow a community to experience a positive economic impact from a team or stadium. These are then used to explain the discrepancy in known empirical outcomes in major and minor league baseball (MiLB). It appears as if major league teams are more likely to violate the conditions than minor league teams. This research finds theoretical support for previous suggestions that smaller teams and events may be beneficial to local economies. In doing so, it also explains previous empirical results that found some MiLB classifications are associated with positive gains in per capita income.

Practical implications

Stakeholders can use the nine conditions to understand expected economic impact of their relevant sports. This research provides a comprehensive guide to understanding when economic impact can be positive.

Social implications

This research helps explain some of the existing controversy regarding economic impact analysis.

Originality/value

It is the first research to help provide a pre-set of conditions that can help predict whether positive economic impact will occur for specific sports teams or stadium projects.

Details

Sport, Business and Management: An International Journal, vol. 6 no. 2
Type: Research Article
ISSN: 2042-678X

Keywords

Article
Publication date: 4 September 2019

David Mitchell and Terrel Gallaway

This paper aims to examine the economic impact from dark-sky tourism in national parks in the USA on the Colorado Plateau. The Colorado Plateau is a region encompassing parts of…

Abstract

Purpose

This paper aims to examine the economic impact from dark-sky tourism in national parks in the USA on the Colorado Plateau. The Colorado Plateau is a region encompassing parts of Arizona, Colorado, New Mexico and Utah that is known for its dark, star-filled night skies. Tourists in national parks are increasingly interested in observing this natural recreational amenity – especially considering that it is an ecological amenity that is quickly disappearing from the planet. Using a 10-year forecast of visitors to the national parks and using standard input-output modeling, it is observed that, for the first time anywhere, the value of dark skies to tourism in this area. The authors find that non-local tourists who value dark skies will spend $5.8bn over the next 10 years in the Colorado Plateau. These tourist expenditures will generate $2.4bn in higher wages and create over 10,000 additional jobs each year for the region. Furthermore, as dark skies are even more intense natural amenity in the non-summer months, they have the ability to increase visitor counts to national parks year-round and lead to a more efficient use of local community and tourism-related resources throughout the year.

Design/methodology/approach

Using a 10-year forecast of visitors to the national parks and using standard input-output modeling, we find that non-local tourists who value dark skies will spend $5.8bn over the next 10 years in the Colorado Plateau.

Findings

These tourist expenditures will generate $2.4bn in higher wages and create over 10,000 additional jobs each year for the region. Furthermore, as dark skies are even more intense natural amenity in the non-summer months, they have the ability to increase visitor counts to national parks year-round and lead to a more efficient use of local community and tourism-related resources throughout the year.

Originality/value

To the best of the authors’ knowledge, no other study has attempted to value the environmental amenity of dark skies.

Details

Tourism Review, vol. 74 no. 4
Type: Research Article
ISSN: 1660-5373

Keywords

Article
Publication date: 26 April 2019

Kwangsoo Park, Jeong-Yeol Park and Robin M. Back

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

Abstract

Purpose

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

Design/methodology/approach

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.

Findings

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.

Originality/value

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.

Details

Journal of Hospitality and Tourism Insights, vol. 2 no. 2
Type: Research Article
ISSN: 2514-9792

Keywords

Article
Publication date: 11 March 2020

Andrea Báez-Montenegro and María Devesa

The purpose of this paper is to explore which factors determine visitor spending at a cultural festival, focusing particularly on cultural capital variables.

Abstract

Purpose

The purpose of this paper is to explore which factors determine visitor spending at a cultural festival, focusing particularly on cultural capital variables.

Design/methodology/approach

The case study is the Valdivia International Film Festival. Data from a survey conducted amongst a representative sample of attendees at the festival is used and ordinary least square (OLS) and Tobit regression models are applied.

Findings

Six of the variables included from the model prove statistically significant: gender, age, place of residence, participation in other activities at the festival, and “leisure and sharing” motivation.

Practical implications

Festival organisers should draw up a programme and prepare activities that are balanced so as to attract local film lovers, but that should also appeal to outside visitors, who would see the festival as an opportunity to enjoy a wider tourist experience, all of which would have a broader economic impact on the city.

Originality/value

Understanding which factors determine spending leads to an improvement in the event's viability and ensures its future sustainability. This study adds to the growing literature establishing a sound theoretical corpus on the topic.

Details

International Journal of Event and Festival Management, vol. 11 no. 2
Type: Research Article
ISSN: 1758-2954

Keywords

Article
Publication date: 13 November 2017

Grzegorz Kwiatkowski and Thomas Könecke

Both groups are profiled in terms of travel-related and socio-demographic characteristics. Furthermore, the purpose of this paper is to address determinants of spending for each…

Abstract

Purpose

Both groups are profiled in terms of travel-related and socio-demographic characteristics. Furthermore, the purpose of this paper is to address determinants of spending for each spectator group. Data collection was conducted using an on-site questionnaire. Analysis of variance between profile characteristics is based on χ2 and Wilcoxon-Mann-Whitney tests, whereas the analysis of determinants of spending builds on the Tobit model.

Design/methodology/approach

Recurring sport events that do not count among the mega sport event category have become a popular means of attracting tourists to a destination. Thus, research on different spectator groups attending such events is very relevant, yet surprisingly scarce. This study helps filling this void by a comparative analysis of two types of spectators present at the Professional Windsurf Association Windsurf World Cup on the German island of Sylt: travellers who come to Sylt solely for the event (event tourists) and travellers whose motivation to visit the island was not primarily driven by the event (regular tourists).

Findings

The results show that the two examined groups are clearly distinguishable, both in terms of profile characteristics and determinants of spending. This indicates that specific strategies seem advisable for sport event and tourism destination managers at mature tourist destinations.

Originality/value

The study’s major contribution to both tourism and event management literature is that it exposes key characteristics of and differences between both groups within a specific setting at a non-mega sport event at a mature tourist destination.

Details

Sport, Business and Management: An International Journal, vol. 7 no. 5
Type: Research Article
ISSN: 2042-678X

Keywords

Article
Publication date: 1 February 2004

Mihai Nica and Ziad Swaidan

Researchers are showing lately an increased interest toward the special event tourist niche, mostly due to the growth in demand for manifestations such as exhibitions, festivals…

Abstract

Researchers are showing lately an increased interest toward the special event tourist niche, mostly due to the growth in demand for manifestations such as exhibitions, festivals and other historical and cultural displays. Besides meeting demand, special events are organized having in mind many other outcomes, one of them being their economic impact. Indeed, they may lead to an influx of funds in the area that in turn leads to increased sales, therefore to an increase in income and to the creation of new jobs. It is important that this type of events is analyzed allowing for better allocation of resources as well as for better planning of future similar events. Furthermore, estimating the event's possible economic impact in the planning phase could also lead to a much higher efficiency hence a more successful event. This study analyzes two of the most successful special events organized in Mississippi that attracted over 500,000 and 300,000 visitors. The study presents interesting findings related to patron profile as well as to their potential economic impact suggesting that such events may indeed lead to a significant increase in economic activity.

Details

Tourism Review, vol. 59 no. 2
Type: Research Article
ISSN: 1660-5373

Article
Publication date: 1 July 2015

Carl S Bozman, Daniel Friesner, Matthew Q McPherson and Nancy M Chase

This paper presents a simple methodological framework to characterise the tangible and intangible benefits of a university athletics department. The methodology is applied to the…

Abstract

This paper presents a simple methodological framework to characterise the tangible and intangible benefits of a university athletics department. The methodology is applied to the athletics department at Gonzaga University (GU) in Spokane, Washington USA. The brand equity associated with this department is estimated at approximately US$5.8 million in 2006. Of this, between $617,000 and $2.71 million is ascribed to a specific type of tangible brand equity (with the most plausible estimate being $926,000); namely, the impact of GU athletics events on the economic vitality of the local community. The remainder is attributed to (unobserved) intangible brand equity benefits.

Details

International Journal of Sports Marketing and Sponsorship, vol. 16 no. 4
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 1 February 1999

Tim H. Dodd

Many tourism related businesses give little consideration to influencing people to make repeat visits. Wineries are no exception. Management often spends too little time and…

Abstract

Many tourism related businesses give little consideration to influencing people to make repeat visits. Wineries are no exception. Management often spends too little time and effort trying to satisfy the visitor and encourage them to return. However, repeat visitors are valuable because they typically spend more than first‐time tourists and pass along information to others. This paper examines the importance of bringing consumers back to a winery, and the information and spending implications of doing so.

Details

International Journal of Wine Marketing, vol. 11 no. 2
Type: Research Article
ISSN: 0954-7541

Keywords

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