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DETERMINANTS OF SPECTATOR CONSUMPTION AND THE PROMINENCE OF EVENT ATTRIBUTES IN BEHAVIOURAL INTENTIONS: INSIGHTS FROM A NON-MEGA SPORT TOURISM EVENT
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DOI：10.20867/thm.32.1.1.png)
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Abstract
En 中文
Purpose-Sport events can boost the local economy, both through the direct consumption of goods/services and by enhancing the destination's image. The prominent focus of existing literature on mega-events contrasts with the need to study non-mega events, considering the economic benefits for the destination especially when the later are annually hosted. This study aimed to outline the profile of non-resident spectators (NRS) of a non-mega recurring sport tourism event, and analyse their consumption determinants and behavioural intentions. Methodology/Design/Approach-At the Millennium Estoril Open event, 175 questionnaires were applied to the NRS. Determinants of consumption were calculated with multiple linear regression for total NRS expenditure. The association between destination/event attributes and behavioural intentions was calculated using Spearman's Rho coefficient. Findings-Overall, older spectators with higher income, who travelled with family, stayed overnight, and arrived early spend more money at the destination. The significant and positive effect on behavioural intentions of NRS is substantiated by five event attributes but only one respecting the destination. Event attributes are integrated into all dimensions of event service quality, i.e., overall event quality, functional quality, and hedonic quality. It is important to promote the recurring events' hedonic attributes, which encourage anticipation for entertainment activities and boost spectators' intentions to return. The findings are aligned with the economic assumption supporting the joint analysis of the short-and long-term economic benefits arising from the direct expenditure at the destination and the intensification of its image. Originality of the research-This study integrates the determinants of NRS expenditure and their behavioural intentions, generating knowledge for designing strategies to promote the tangible and intangible effects of the event on the destination's economic development.
Keywords:
Destination revisit and recommendation
Expenditure
Non-Resident Spectators
Recurring events
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