VFRs as a Segment of the Sport Event Tourist Market

Abstract

Participatory sport tourists play a dual role in the tourism industry; they place demands on tourism destination suppliers for lodging, meals, transportation, etc, while simultaneously serving as the focal attraction or entertainment supplier for sport spectators, of whom visiting friends and relatives (VFRs) are a segment. One of the understudied reasons for travel is to witness the sport event participation of a friend or relative or Watching Friends and Relatives (WFR). The purpose of this study was to determine whether visitors with friends and/or relatives participating in an international sport event exhibit consumer behaviors distinct from other visitors. The event under study was the Little League World Series in Williamsport, Pennsylvania held 19–28 August 2005. An on-site visitor survey was conducted during each of the eight days on which games were played during (n = 341). Analysis of data reveals that spectators associated with sport participants stayed longer in the host community and spent nearly three times more money than other spectator market segments. Implications of study findings for sport and tourism destination marketers and researchers are discussed.