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Determinants of Visitor Spending: An Evaluation of Participants and Spectators at the Two Oceans Marathon

Author

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  • Martinette Kruger

    (TREES (Tourism Research in Economic Environs and Society), North-West University, Potchefstroom Campus, Private Bag X6001, Potchefstroom 2521, South Africa)

  • Melville Saayman

    (TREES (Tourism Research in Economic Environs and Society), North-West University, Potchefstroom, South Africa)

  • Suria Ellis

    (Statistical Consultation Service, North-West University, Potchefstroom, South Africa)

Abstract

This paper investigates the socio-demographic and behavioural determinants that influence visitor expenditure at the Two Oceans Marathon in South Africa, based on a participant and spectator survey conducted at the race in 2011. Regression analyses were applied and the results indicate that greater length of stay, paid accommodation, number of marathons participated in per year and higher level of education signficantly influence higher participant spending at the marathon, while a high-income occupation and paid accommodation are associated with higher levels of spectator expenditure. These findings not only generate strategic insights into the marketing of the event; knowledge of these determinants will also lead to a greater economic impact and competitive advantage.

Suggested Citation

  • Martinette Kruger & Melville Saayman & Suria Ellis, 2012. "Determinants of Visitor Spending: An Evaluation of Participants and Spectators at the Two Oceans Marathon," Tourism Economics, , vol. 18(6), pages 1203-1227, December.
    • Handle: RePEc:sae:toueco:v:18:y:2012:i:6:p:1203-1227
    DOI: 10.5367/te.2012.0174
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    References listed on IDEAS

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    1. Elisabeth Kastenholz, 2005. "Analysing Determinants of Visitor Spending for the Rural Tourist Market in North Portugal," Tourism Economics, , vol. 11(4), pages 555-569, December.
    2. Hill, Brad & Christine Green, B., 2000. "Repeat Attendance as a Function of Involvement, Loyalty, and the Sportscape Across Three Football Contexts," Sport Management Review, Elsevier, vol. 3(2), pages 145-162, November.
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    Cited by:

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    2. Georgia Zouni & Popi Markogiannaki & Ioanna Georgaki, 2021. "A strategic tourism marketing framework for sports mega events: The case of Athens Classic (Authentic) Marathon," Tourism Economics, , vol. 27(3), pages 466-481, May.
    3. Shanyong Wang & Jing Wang & Feng Yang & Yu Wang & Jun Li, 2018. "Consumer familiarity, ambiguity tolerance, and purchase behavior toward remanufactured products: The implications for remanufacturers," Business Strategy and the Environment, Wiley Blackwell, vol. 27(8), pages 1741-1750, December.
    4. Diana Cunha & Elisabeth Kastenholz & Bernard Lane, 2021. "Challenges for Collecting Questionnaire-Based Onsite Survey Data in a Niche Tourism Market Context: The Case of Wine Tourism in Rural Areas," Sustainability, MDPI, vol. 13(21), pages 1-17, November.

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