Participant’s preferences for small-scale sporting events

2016 ◽  
Vol 11 (2) ◽  
pp. 232-247 ◽  
Author(s):  
Anestis Fotiadis ◽  
Chris Vassiliadis ◽  
Shang-Pao Yeh
Keyword(s):  
Conjoint Analysis ◽  
Mediterranean Area ◽  
Marketing Strategies ◽  
Small Scale ◽  
Sporting Events ◽  
Content Type ◽  
Pooled Data ◽  
Time Period ◽  
Alternative Scenarios ◽  
Sport Events

Purpose – The purpose of this paper is to investigate sports participants’ choice behaviour and draw useful conclusions about the ideal features of small-scale sporting events that maximize attractiveness and desirability among potential competitors to attend and compete. Design/methodology/approach – Conjoint analysis was used to determine how participants value different elements and features of two small-scale cycling events, one in Taiwan and the other in Greece. A questionnaire was developed and distributed to 195 cyclists during the event in Kaohsiung, Taiwan and to 169 competitors of a similar competition in Sfendami, Greece. It consisted of two basic parts. The first presented 19 alternative scenarios that have been associated with such sporting events while the second assessed the socio-economic and demographic characteristics of participant’s in order to provide an average profile of the participants in each location. The conjoint data collected was analysed using the SPSS “Conjoint Module” at the aggregate level (i.e. pooled data). Findings – Based on the preferences of these amateur cyclists the most important factors for Taiwanese events are “preferred season to organizing the event”, “registration cost”, and “preferred time period”, while those participating in the Greek event emphasized “registration cost” and “scenery”. Overall, the analysis highlights five differences and five similarities that exist between these two countries. Research limitations/implications – The study is small-scale and although sample sizes are sufficient to be representative of the participants in each event there are limitations in generalizing these results to larger sports meetings and other countries. Practical implications – The findings of this study provide event coordinators and sport marketers practical insights into small-scale event planning and the development of effective marketing strategies designed to appeal to a greater range of participants. Furthermore, the comparative nature of the study can facilitate a transfer of know-how which can be used for development of sport events in Mediterranean area, whose sport events’ organizers can, in the future, more effectively approach potential East Asian participants. Originality/value – This is the first study to use a combination of seven parameters in conjoint analysis to examine amateur cyclists’ preferences and is one on the few studies to examine the differences between Asian and European participants.

Social impact of a participative small-scale sporting event

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
David Parra-Camacho ◽  
Rómulo Jacobo González-García ◽  
Manuel Alonso-Dos-Santos
Keyword(s):  
Sense Of Belonging ◽  
Social Impact ◽  
Small Scale ◽  
Sporting Events ◽  
City Image ◽  
Content Type ◽  
Social Collaboration ◽  
Sporting Event ◽  
The Social ◽  
The City

PurposeTo examine the social impact of a small-scale sporting event and its influence on the willingness to support future events.Design/methodology/approachA self-supplied questionnaire was used with 248 residents-sportspeople that participated in the Valencia Triathlon. Descriptive analysis, exploratory and confirmatory factorials were done through SPSS, FACTOR and EQS.FindingsThree dimensions of positive impacts were identified; sporting participation and city image, social development and human capital and economic development. The impacts in sporting participation and in the improvement to the image of the city contribute to positively explaining the willingness to support the holding of sporting events. Local sportspeople highlight their participative component and the projection of the city image as key factors to endorse holding future sporting events as a strategy for tourism.Research limitations/implicationsThe convenience sampling limits the extrapolation of the results.Practical implicationsMaking the most of the intangible aspects is recommended due to the great potential these events have to generate social capital and increase the networks of social collaboration. Give a more active role to volunteers and local organizers in an organization. Transmit the pride of the community and the sense of belonging to this community to the media and advertising communication.Social implicationsSmall scale sporting events can contribute to improving the quality of life, increasing pride, the sense of belonging of the residents, opportunities for entertainment and encouraging local participation.Originality/valueA contribution to the empirical analysis of the social impact of small-scale sporting events from the perspective of local participants.

The impact of extreme weather on mass-participation sporting events

2019 ◽  
Vol 10 (2) ◽  
pp. 95-109
Author(s):  
Julia Kathryn Giddy
Keyword(s):  
Best Practice ◽  
Weather Conditions ◽  
Extreme Weather ◽  
Survey Method ◽  
Sporting Events ◽  
Content Type ◽  
Sport Events ◽  
Mass Participation ◽  
The Impact ◽  
Insight Into

Purpose The purpose of this paper is to investigate the impact of extreme weather on tourism events through the perceptions of participants, using the case of the 2017 Cape Town Cycle Tour (CTCT). Design/methodology/approach This study utilized a survey method to collect data. Questionnaires were distributed online to would-be participants in the cancelled 2017 CTCT. The questionnaire included both fixed-response and open-ended questions. Findings The results show that participants experienced mixed emotions to event cancellation. Most felt that the weather conditions warranted cancellation, but some concerns emerged as to how the cancellation was managed. In addition, many felt that the organization of the race needs to be rethought due to numerous negative weather experiences in recent years. Research limitations/implications The findings in this study are exploratory. They focus on a single event in one city. However, they provide important initial insight into how sporting event participants react to the negative impacts of extreme weather. Practical implications These results have important management implications in addressing the impact of weather on the events sector. They are significant in understanding best practice with regard to managing participants in the case of weather impacts on an event. They also demonstrate interesting results with regard to participant loyalty among active sport events tourists. Originality/value The originality of this study is in its extension of the broad discussion of the impact of extreme weather and climate change on tourism to the events sector. The implications of changing weather and climatic patterns on events, particularly mass-participation sporting events, are clear and need to be considered in order to effectively manage future impacts on this important economic sector. This is done by providing insight into how participants respond to these types of circumstances.

From the desert to the city: how is Dubai branding itself through sustainable sport events?

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Kamilla Swart ◽  
Asli Cazorla Milla ◽  
Leonardo Jose Mataruna-Dos-Santos
Keyword(s):  
Success Factors ◽  
Secondary Data ◽  
Primary Data ◽  
Sporting Events ◽  
Content Type ◽  
Key Success Factors ◽  
Key Informant ◽  
Sustainability Practices ◽  
Sport Events ◽  
The City

Purpose The purpose of this paper is to provide an overview of how the city of Dubai branded itself as a major event holder for sustainable sporting events in the Gulf Region. Design/methodology/approach The paper uses both academic and trade literature as well as key informant interviews to demonstrate how Dubai can sustain its position as a choice for sustainable sporting events. The study evaluates the use of a portfolio of major sport events for place event marketing of Dubai. Both primary and secondary data were used. The secondary data was collected from a range of event reports, media and journal articles. The primary data featured a qualitative design of key informant interviews with sport, tourism and event stakeholders in Dubai. Findings Dubai hosts a wide array of major international sport events, with many of them recurring annually. The key success factors that have positioned Dubai as a globally competitive sport destination are tourism attractiveness, good event management and the diversity of events hosted in the region. However, the sustainability aspects are considered to be a contemporary topic to promote these events and are sometimes neglected from the perspective of event organisation. Some of the challenges experienced in supporting such a wide portfolio of major sport events are examined. Research limitations/implications Insufficient key informant interviews were a major limitation for the data collection process. The key informant interviews were sent out to more than 30 key stakeholders however it was not possible to get their responses in time for our paper. A second limitation was the lack of first-hand observation on the sporting events’ sustainability practices. This study could be extended in future by incorporating a bigger set of primary data, event observations and a cross comparison between other Gulf Cooperation Council countries. Practical implications It is recommended that empirical insights on social and commercial aspects of sustainability are sought in future studies. It is also recommended that investigations be conducted with the residents of Dubai concerning their perceptions of sustainability practices of sport events. Social implications The paper also highlighted the importance of key success factors that have helped to position Dubai as a globally competitive sustainable sport destination as well as some of the challenges experienced in supporting such a wide portfolio of major sport events. Originality/value This study takes a closer look at the challenges of communication as well as the sustainability of sport events in branding of Dubai.

The region-of-origin (ROO) effect on purchasing preferences

2015 ◽  
Vol 117 (2) ◽  
pp. 820-839 ◽  
Author(s):  
Antonio Chamorro ◽  
Sergio Rubio ◽  
F. Javier Miranda
Keyword(s):  
Conjoint Analysis ◽  
Marketing Strategies ◽  
Trade Policies ◽  
Sparkling Wine ◽  
Preference Structure ◽  
Region Of Origin ◽  
Content Type ◽  
Academic Researchers ◽  
Regional Origin ◽  
Origin Effect

Purpose – The purpose of this paper is to analyse the “region-of-origin” effect in the purchase of cava, a sparkling wine. Cava is a multiregional designation of origin: although it is a product typical of a particular Spanish region (Catalonia), it is also produced in other regions in Spain. Design/methodology/approach – The technique of conjoint analysis is used to identify the structure of the preferences of cava consumers, and to evaluate how that structure is affected by the inclusion of a message that highlights the regional origin of the product. A survey was conducted among 473 wine buyers in the region of Extremadura (Spain). Findings – The main findings show that the “region-of-origin” effect is significant for the regional buyer of this type of wine, and that the sales of regional brands of cava would be greater if their regional origin were emphasized by indicating the location of the producer in a prominent place on the label. Moreover, three segments of purchasers differentiated by their preference structure are identified. Originality/value – The novelty of the study lies in the fact that this PDO is a multiregional designation of origin, and that the technique used, conjoint analysis, is applied not only to determine the buyer’s preference structure, but also to evaluate how that structure is affected when the regional origin of the product is highlighted in the message to the purchaser. This study is of value to academic researchers, wineries managers, and regional governments as it highlights important aspects to design marketing strategies and trade policies.

Using international sport events as part of a brand construction strategy

2018 ◽  
Vol 19 (2) ◽  
pp. 147-159 ◽  
Author(s):  
Rogelio Puente-Díaz
Keyword(s):  
Social Issues ◽  
Brand Strategy ◽  
Research Approach ◽  
Sporting Events ◽  
Negative Consequences ◽  
Content Type ◽  
Challenges And Opportunities ◽  
Sport Events ◽  
Destination Brand ◽  
International Sport

Purpose The purpose of this paper is twofold. First, the author examines how the destination brand Mexico is using international sporting events as part of its branding strategy to deal with the challenges faced by destinations and to overcome some of its weaknesses. Second, the author assesses the positive and negative consequences of such strategy. The investigation tries to fill a gap in terms of understanding and assessing opportunities and challenges experienced by the sport industry in emerging markets. Design/methodology/approach The author used a case study research strategy, relying on documentation, archival records, and personal interviews with experts as sources of evidence. Given that most research efforts have focused on developed countries, this research approach was exploratory and descriptive. Findings The thematic analysis revealed the presence of five major themes related to the process of hosting and using Formula One (F1), National Football League (NFL), Major League Baseball (MLB), and National Basketball Association (NBA) games as part of a brand strategy. These five major themes were labeled: brand strategy challenges and opportunities, balancing short- and long-term goals and benefits, tension between stakeholders from different destinations, social issues, and areas of improvement. Originality/value The findings shed light on the challenges and opportunities that hosting international sport events bring to a destination brand with an emerging economy such as Mexico. The opportunity to host these types of events comes from the expansion strategies of well-known sport brands such as F1, NFL, MLB, and NBA.

Strategic leveraging: evidences of small-scale sport events

2019 ◽  
Vol 11 (1) ◽  
pp. 69-88 ◽  
Author(s):  
Elsa Pereira ◽  
Margarida Mascarenhas ◽  
Adão Flores ◽  
Laurence Chalip ◽  
Gustavo Pires
Keyword(s):  
Data Collection ◽  
Sport Participation ◽  
Implementation Process ◽  
Theoretical Implication ◽  
Small Scale ◽  
Sporting Events ◽  
Content Type ◽  
Strategic Objective ◽  
External Actors ◽  
Practical Implications

Purpose The purpose of this paper is to identify the strategic leveraging goals associated with a portfolio of small-scale events and to analyze their implementation process (actors/tactics: who did what?) in order to propose new leverage typologies through new empirical research evidence. Design/methodology/approach Three techniques of data collection conducted the fieldwork: qualitative interviewing, direct observation and documental research. Based on the principles of grounded theory and using qualitative data analysis software (Nvivo) data were inductively analyzed. Findings Results showed the coexistence of a plurality of strategic leveraging goals, namely: “strengthen political advantage”; “integrate and retain partners/sponsors”; and “develop sports dynamics”. There was a set of tactics and actions identified and successfully implemented due to the coordination of the network of organizations part of the events, which included local and external actors. Research limitations/implications Researchers realized that it was impossible to take a neutral research stand. In fact, in qualitative research, the investigator is the first instrument of data collection. In this sense, it was important for researchers to constantly reflect on their role, as Pelias (2011) says “reflexive writing strategies include indicating how the researcher emerged as a contaminant, how the researcher´s insider status was revelatory or blinding, and how the researcher is implicated in the problem being addressed” (p. 662). It is also considered that, when organizing events, the network of interactions is extremely complex, making it difficult to capture all the actors’ perspectives. Practical implications In relation to the practical implications, it is important that sports event managers have in-depth knowledge and skills on event leveraging; it is also important that managers understand the sports culture in order to recognize the multidimensionality of strategic leveraging in sporting events. The strategic dynamic should be developed and coevolved with community/local and external actors. The coordination between the actors is a key point to achieve successful leveraging. Social implications A theoretical implication related to the event leverage is the creation of a new strategic objective – “developing the sport dynamics”. The sport participation tactic among other tactics were found, namely “enhancing of the sports shows” and “tuning of skills in sports management”. Originality/value The dynamics and plurality of strategic goals associated with the leverage of an event portfolio, namely the actions that were developed and also the actors’ interaction in small-scale events. Another factor is the identification of the prominent role of the external event organization committee in the dynamics of event leveraging, as well as the deep analysis of the leveraging process supported by the observation of all the events.

A study of event quality, destination image, perceived value, tourist satisfaction, and destination loyalty among sport tourists

2019 ◽  
Vol 32 (4) ◽  
pp. 940-960
Author(s):  
Yunduk Jeong ◽  
Sukkyu Kim
Keyword(s):  
Perceived Value ◽  
Mediating Effect ◽  
Destination Image ◽  
Measurement Scale ◽  
Small Scale ◽  
Sporting Events ◽  
Content Type ◽  
Destination Loyalty ◽  
Tourist Satisfaction ◽  
Structural Relationships

Purpose The purpose of this paper is to explore structural relationships between quality, destination image, perceived value, tourist satisfaction and destination loyalty with emphasis on the mediating effect of tourist satisfaction on relations between destination image and destination loyalty, and between perceived value and destination loyalty in the context of small-scale sporting events. Design/methodology/approach Construct validity of the measurement scale was verified by confirmatory factor analysis, factor loadings, average variance extracted, construct reliability and correlation analysis. Reliability of the measurement scale was verified by Cronbach’s α analysis. A structural equation modeling test with maximum likelihood estimation was used to test structural relationships between variables in the proposed model using the responses of 311 participants. Findings Results showed significant and powerful impacts of: event quality, destination image and perceived value on tourist satisfaction; destination image, perceived value, and tourist satisfaction on destination loyalty and demonstrated; and tourist satisfaction fully mediates relationships between destination image and destination loyalty, and between perceived value and destination loyalty. Originality/value The study shows: it is meaningful to include quality and value in tourism destination image-satisfaction-loyalty models; provides empirical evidence that tourist satisfaction fully mediates the relation between perceived value and destination loyalty; and confirms small-scale as well as large-scale sporting events should be viewed as important aspects of marketing strategies aimed at improving quality, image, value, satisfaction and loyalty.

Designing small-scale sport events in the countryside

2014 ◽  
Vol 5 (2) ◽  
pp. 132-145 ◽  
Author(s):  
Giovanna Bertella
Keyword(s):  
Design Process ◽  
Local Population ◽  
Small Scale ◽  
Community Members ◽  
Conceptual Tool ◽  
Content Type ◽  
Theoretical Contribution ◽  
Tourism Experience ◽  
Sport Events ◽  
Practical Implications

Purpose – The purpose of this paper is to develop and illustrate a conceptual tool for the planning of rural sport events. Design/methodology/approach – The proposed model is elaborated based on theoretical contributions from the tourism and event literature, and illustrated with an empirical case concerning a sport and cultural event arranged in the Chianti countryside in Italy. Findings – The results suggest that a form of professionalization of the event design process, understood as the search of high-quality experience for the local population and the tourists, is feasible within the socialization style of model typical of small events. Research limitations/implications – This study is based on selected theoretical contributions, and on a limited empirical investigation. Further research is needed in order to better understand the event design process, and in particular the processes of communication and involvement among the different community members. Practical implications – The practical implications are related to the possible use of the developed model. Originality/value – The theoretical contribution of this study is relative to the use of the concept of tourism experience, and more specifically of the embodied tourism experience, within the context of event design.

Putting Heads in Beds: A Small Sport Event Seeks the Right Analysis to Appeal to CVBs

2017 ◽  
Vol 6 (1) ◽  
pp. 10-19
Author(s):  
B. David Tyler ◽  
Steve C. Morse ◽  
Ryan K. Cook
Keyword(s):  
Performance Indicators ◽  
Hotel Industry ◽  
Small Scale ◽  
Sporting Events ◽  
Microsoft Excel ◽  
Sport Event ◽  
Daily Rate ◽  
Sport Events ◽  
The Right

Small-scale sporting events play an important role in bringing tourists to destinations. In this case, students take the role of the fictional national events director for EVP Beach Volleyball as he analyzes hotel data from three destinations to determine which locale would most benefit from EVP’s participants and fans. The primary goal is for students to learn to conduct basic analysis on a large, real dataset using Microsoft Excel. A second goal is to introduce students to the key performance indicators of the hotel industry: Occupancy Rate, Average Daily Rate (ADR), and Revenue Per Available Room (RevPAR). These metrics are central to hoteliers’ daily operations and familiarity with them will help students speak that language when interacting with people in the field. Thirdly, the case introduces key concepts surrounding the economic impact of sport events, particularly relating to the value of visitor spending.

Marketing a consumer durable brand in Malaysia: a conjoint analysis and market simulation

2010 ◽  
Vol 27 (6) ◽  
pp. 507-515 ◽  
Author(s):  
Fon Sim Ong ◽  
Philip J. Kitchen ◽  
Shih Shiuan Chew
Keyword(s):  
Conjoint Analysis ◽  
Product Evaluation ◽  
Marketing Strategies ◽  
Brand Names ◽  
Technological Advancement ◽  
Air Conditioner ◽  
Content Type ◽  
Market Simulation ◽  
Consumer Durable ◽  
The Impact

PurposeThis paper aims to use conjoint analysis to examine how Malaysian consumers make decisions regarding a consumer durable product – namely room air conditioners – under multi‐cue situations.Design/methodology/approachThis study first assesses the impact of a priori perceived differences between brand names, country of manufacture, price, quality, technological advancement, and warranty on product evaluation. Second, the relative importance of the attributes as evaluative criteria is determined by performing part worth analysis. Six pertinent hypotheses are developed and tested. Conjoint analysis is used to develop product profiles that respondents could evaluate via a survey. This is followed by a market simulation to suggest marketing strategies for Malaysian and Japanese products (the latter dominate the Malaysian market).FindingsThe findings indicate the importance of capitalising upon consumer durables' intrinsic qualities, and the need to carefully consider the relationship between price and quality. Ways to take advantage of the strength of foreign brand names need to be understood and operationalised. The simulation exercise also indicates ways in which indigenous and external competitors could take advantage of market opportunities.Research limitations/implicationsThe study does place in a Malaysian context, and moreover used a convenience sampling approach. The need is demonstrable for more representative probabilistic sampling. While country of origin effects are understood, other criteria (i.e. design, assembly, and source) need to be considered in future studies.Practical implicationsIt is felt that the approach utilised and the simulations developed can be applied in other geographic and cultural contexts and have implications for marketing strategies for branded consumer durable typologies.Originality/valueThe paper identifies and evaluates strategies for more effective competition in the Malaysian room air conditioner market. The use of conjoint analysis and market simulation provides a basis for competitive advantage in a tightly focused market sector.

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