Abstract
ABSTRACTHorse racing in Canada is an important industry from an economic and leisure perspective; however, in recent years, little research has been done into the attitudes of industry stakeholders. In this study, we conducted a self-administered survey (n = 526) with Canadian horse owners, breeders, trainers, drivers, officials, and operators about the state of the industry. Data were collected on the industry’s current status, investment priorities and challenges, and on how to improve the spectator experience. The results point to some difference among provinces. There was stakeholder convergence about the current situation and the urgent actions required to address the challenges faced by this industry. In order to revitalize the horse racing industry, a holistic and multifaceted approach is recommended to reawaken interest among stakeholders and customers, to encourage financial reinvestment, and to implement new communication and promotional strategies.
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