Proceedings of the 5 th ESEA Conference
Analysis of Event Visitors’ Expenditure Patterns: The Case of Three Fis Ski Jumping World Cup Events 2013
The aim of this study is to analyze the socio-demographic, psychographic and trip-related factors that determine the sport event visitors’ expenditure behavior. The quantitative analysis is based on primary data collected by means of self-administered questionnaires at three FIS Ski Jumping World Cup events staged in Norway in 2013.
sport events, determinants of spending, Tobit model, FIS Ski Jumping World Cup events
Acknowledging the event visitors’ expenditure behavior and the underling determinants affecting such behavior have been recognized as valuable by planners, marketers and event organizers (Mok & Iverson 2000; Taks et al. 2013). First of all, the improved knowledge of how socio-demographic, trip-related and psychographic determinants influence the individuals’ expenditure might help to identify the market segments that provide higher incomes for local businesses (Brida et al. 2011). This, in turn, allows for more effective and efficient marketing strategy construction (Shani et al. 2010; Saayman et al. 2005). Secondly, accurate information on visitors’ expenditure patterns leads to more reliable ex-ante economic impact assessments.
However, although studies on the expenditure patterns of regular tourists have received much attention to date, studies on special-interest tourists, of which sport event visitors are an example, remain limited (Boo et al. 2009; Shani et al. 2010). This is particularly surprising, since event visitors who attend special events are inherently different in their behavior from regular tourists as they display different expectations and posses different needs. Among others, Kaplanidou (2009), Kim and Chalip (2004), and Wann et al. (2001)...
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