Determinants of visitor spending: an evaluation of participants and spectators at the Two Oceans Marathon

Martinette Kruger ^[1] ; Melville Saayman ^[1] ; Suria Ellis ^[1]
1. [1] North-West University
  
  North-West University
  
  Tlokwe City Council, Sudáfrica
Localización: Tourism economics: the business and finance of tourism and recreation, ISSN 1354-8166, Vol. 18, Nº. Extra 6, 2012 (Ejemplar dedicado a: Developments in the field of tourism economics), págs. 1203-1227
Idioma: inglés
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Resumen
- 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.