Exploring combined tourist offerings: the case of sightrunning

This study provides preliminary empirical insight into the contemporary tourist phenomenon of sightrunning. This combined offering simultaneously concurs with and evades theoretical perspectives of hybrid tourists, sport tourism, cultural tourism and urban tourism, favouring examination of such phenomena through first-hand experiences of the participants. For the purpose of the empirical study, automated content analysis was applied in order to analyse 858 reviews of sightrunning tours extracted from Tripadvisor web pages. Results reveal that running is the dominant concept, which refers to a gratifying ‘way to see and experience the city’ (rather than the sights). Additional concepts and themes, such as knowledgeable guides and proper pace, further mediate and effect participant experiences. Findings suggest that sport tourists might be concurrently interested in involving cultural experiences, and this offers some preliminary theoretical and managerial implications. They namely identify the potentially neglected tourist segment, which is of relevance for conceptualization, research and management of tourist offerings and experiences from (and beyond) the perspective of ‘running shoes’.