Sporty Moments and Tourism Development: The Involvement of Local Community in Sports Events Hosting

Abstract

In the 21st century, sports events hosting has emerged as a strategic tool for enhancing tourism sectors in various destinations, including Kenya. Despite this, academic research on the viability of sports events hosting as a tourism product in Kenya has been limited. Therefore, this study aims to explore the influence of local community involvement in sports events hosting on tourism development in Uasin Gishu County, with a specific focus on the urban area of Eldoret and its metropolitan regions. The study's theoretical foundation is based on social exchange theory. The research design adopts a cross-sectional approach, with 552 respondents. The sample includes 384 locals, 152 sports tourists, six event managers, eight hotel managers, and two tourism county officials. Data collection involves questionnaires and interview schedules. Quantitative data is analyzed using the Statistical Package for Social Sciences (SPSS), employing descriptive and inferential analyses. Qualitative data undergoes text/content analysis, and its integration with quantitative findings is presented during the discussion. The study's findings reveal a positive and statistically significant relationship between local community involvement in hosting sports events and tourism development (r=0.723, p=0.000). Impressively, local community involvement accounts for 52.2% of the variability in tourism development. Based on these results, the study concludes that local community involvement significantly influences hosting sports events and is associated with regional tourism development. To optimize the benefits derived from hosting sports events, the study recommends adopting a local community-centered approach in managerial, policy, and marketing aspects. By incorporating macro-level involvement through community groups and individual participation, a more equitable distribution of benefits can be achieved, fostering tourism development. Keywords: Local community involvement, Sports events, Hosting, Tourism Development, Uasin Gishu County.