What is influencing consumer expenditure and intention to revisit? An investigation of marathon events

Abstract

Previous studies examining consumption behaviours at sport events have primarily focused on mega events and oftentimes overlooked those small to midsize events, such as city marathons races that attract mass participation and spectatorship. To fill the void, the purpose of this study was to analyse the key driving factors that influence consumer expenditure and intention to revisit at marathon races. Consumer surveys were conducted at three marathon events in Germany (Cologne, Bonn, and Hanover), where both participants and spectators were surveyed during and after the event. Only those who were in the city for the marathon were included in the analysis (N = 1156). The results indicated that people spent on average approximately €144 during their stay in Cologne, €73 in Bonn, and €56 in Hanover. Over three quarters of the consumers (76.9%) would revisit the city and more than one half of them (53.8%) would revisit the marathon. Regression analyses revealed that people with higher income and a foreign nationality (non-German) spent significantly (p < 0.05) more money at the events; event participants (i.e. athletes and coaches) had higher expenditures than spectators and volunteers; perceived image of the marathon races and the satisfaction with the event operations were found to be significant (p < 0.05) driving factors for the consumers' intention to revisit the city and the marathon; and event participants were more likely to revisit the marathon events, but not the city, than spectators. These findings are discussed in the context of implications for event organisers and host cities.