Creating a memorable spectator experience at the Two Oceans Marathon

Abstract

Spectators spend a considerable amount of money to actively follow a sport, team and/or athlete, and this makes them a valuable and profitable niche market segment, which should be understood. Creating a memorable visitor experience for spectators at sport events is crucial in order to retain and grow this market. The purpose of this research was to determine the critical success factors (CSFs) in creating a memorable spectator experience at the Two Oceans Marathon in South Africa. A survey was conducted on the day of the race, and a total of 207 questionnaires were administered. A factor analysis identified four factors: Amenities, Comfort and visibility, Marketing and Personnel and provisions. Of these factors, Amenities and Marketing were considered the most important CSFs that contribute to a memorable spectator experience at the event. The results further confirm that the CSFs differ according to the event and the sport tourism product, and so sport organisers need to identify the CSFs specific to the event, especially from the demand side.