Abstract
This study investigated the determinants of participant spending at the Comrades Marathon ‘up’ run (Durban to Pietermaritzburg) and ‘down’ run (Pietermaritzburg to Durban). A participant survey conducted at the race in 2011 and 2012, using regression analyses, found that more behavioural than socio-demographic determinants had a significant influence on spending at both races. The two groups of participants had very similar profiles, but their spending at the event differed significantly in the way it was distributed between the ‘up’ and ‘down’ runs, and the spending was higher at the former. The reasons for the difference are currently unknown, but the implication is that the ‘up’ and the ‘down’ runs may have different economic outcomes. Although this cannot be confirmed on the basis of surveys of just two years’ Comrades runs, the findings could offer strategic insights for marketing the event and enhancing its economic impact and competitive advantage.
Highlights
Sport and event tourism is big business
This section describes the profile of the respondents, discusses the results of the factor analysis and the correlation analysis, and presents the results of the linear stepwise regression analysis
As accommodation usually makes up a large portion of spending, the average price for accommodation may differ in the two locations, which can have significant influences on spending, especially taking into consideration that in the case of both races participants stayed an average of four nights in the area
Summary
Sport and event tourism is big business. From its beginnings in small participatory events, it has expanded to mega and hallmark events viewed by millions worldwide (Saayman & Saayman, 2006). Knowing how sport and event tourism can promote the country and generate income, in recent years South Africa has hosted events such as the British and Irish Lions Tour, the Indian Premier League Cricket, the Rugby Championship and Super 14 Rugby Tournaments, the Australian Cricket Tour, the FIFA Confederations Cup Soccer, the FIFA World Cup Soccer and the Africa Cup of Nations. More than 75 million US adults attend a sports event while travelling (TIA, 1999). The US Bureau of Economic Analysis estimates that Americans spent $6.7 billion in 1997 attending sporting events, compared to $4.5 billion in 1991 (BEA, 2000). When other sport-related travel spending in the US is included, the economic impact of sport travel totals $27 billion (TIA, 1999)
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