Abstract
Most event organizers depend on visitor expenditures to generate revenue, yet the full economic potential of many events is not fully exploited. This unprecedented research examines if weather conditions contribute to greater visitor expenditures. Data were collected from 2,935 in-person administered surveys at a major golf tournament in the Netherlands over a period of 3 years and examined sociodemographic characteristics, behavior, motive variables, and weather conditions to determine their relationship with visitor expenditures. The results show that the amount of rain was related to visitor expenditures and not air temperature. To maximize the visitor expenditures for events like outdoor golf tournaments it is recommended to choose a dry over a warmer period.
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