Tourism impacts from major sports events Visiting previous host destinations or future events

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1 Tourism impacts from major sports events Visiting previous host destinations or future events Harry Arne Solberg and Arne M. Ulvnes Trondheim Business School

2 Do major sports events create tourism impacts? Variables affecting intensions to visit: Previous host cities/nations? Future events? Historical travelling behaviour: Previous host cities/nations? Future events? Sub-issue: Memory of previous host cities / nations

3 Method Survey of 780 Norwegians Data collected by Norfakta, a professional data-collection agency Random sample of telephone numbers calls / Reached 5104 individuals 780 questionnaires completed 6% (of 12075) 18% (of 5104) Special attention on memory of 11 major events in sports that are popular in Norway

4 Scale Indicator Measured on a 10-punkt scale ranging from «No chance» to Almost certain» I the future, what are the chances of you visiting a previous host destination? Intention to travel to a previous host destination Measured on a 10-point scale ranging from «very unlikely» to very likely How likely is it that you will travel to a previous host destination during the next ten years? Intention to travel to a major sport event Measured on a 10-point scale ranging from strongly disagree to strongly agree Measured on a 10-point scale ranging from «very unlikely» to very likely Following major sport event in the media makes me want to travel to previous host destinations. How likely is it that you will travel to a major sport event?

5 Explicit memory How many of 11 major sport events they do remember. Scale Number of previous event destinations that are remembered Non-sport media coverage Attitude towards sport Measured on a 10-point scale ranging from strongly disagree to strongly agree Measured on a 10-point scale ranging from strongly disagree to strongly agree Television broadcast from major sport events makes me learn much about the countries/places where they take place It is interesting to learn more about the countries/cities where major sport events are hosted It is important that the media informs us about the conditions of the countries where major sport events are hosted To watch sports is: 1. entertaining and interesting 2. something I enjoy 3. something that gives me a good feeling

6 Results

7 Dependent variables: Likely to visit a previous host destination of a major sport event in the next 10 years (Scale 1 to 10) Likely to visit a major sport event in the future (Scale 1 to 10) Ever visited a previous host destination of a major sport event Mean: 5,07 St. error: 3,088 Mean: 3,77 St. error: 2,761 Yes: 56% (433) No: 44% (336) Ever visited a major sport event Yes: 42% (327) No: 58% (453)

8 Indicator Independent variables: General interest in sport Interested in host destination Atmosphere/ social dimension Sport fandom General sportinterest 1,922 General sportinterest 2,912 General sportinterest 3,821 General sportinterest 4 -,487 Interest destination 1,798 Interest destination 2,668 Interest destination 3,526 Social/atmosphere 1,782 Social/atmosphere 2,575 Sport fandom 1,818 Sport fandom 2,741 Sport fandom 3,663 Cronbach s α, ,782,813 # items Mean 6,2435 6,5376 6,7275 5,9724 Std. Deviation 2, , , ,40376

9 Memory

10 Nation City Nation Not nation City Not nation Not city Not city 2011 WC Ice hockey, Slovakia 5, , WC Biathlon, Khanty- Mansjisk, Russia 8,7 1,2 26,7 63, Handball EC Women, Denmark/Norway - Both nations - One nation 2,7 1, , Soccer WC, South-Africa 32, , Winter Olympics, Vancouver, Canada 14,9 2,3 10,0 72,8

11 Nation City Nation Not nation City Not nation Not city Not city 2009 Nordic Ski WC, Liberic, Czech Rep. 1,3 0,3 0,5 98, Biathlon WCh, Pyeongchang, South-Korea 0,5 0,0 0,3 99, Olympics, Beijing, China 18,8 3,8 4,7 72, Football EC, Switzerland /Austria - both nations - one nation 2,7 1, , Nordic Ski WC, Sapporo, Japan 0,5 0,3 0,1 99, Winter Olympics, Torino, Italia 5,9 1,2 3,2 89,3

12 Memory previous host destinations of major sports events % # of major sport events

13 Dependent variable: Likely to visit future major sports events B Std. Error Beta t Sig. (Constant) 4,684,713 6,565,000 Atmosphere/social,238,055,204 4,345,000 Interested host destination -,023,053 -,015 -,431,666 Sport fandom -,005,056 -,004 -,082,935 General sport interest,341,059,315 5,737,000 Visited previous events -,107,055,069-1,928,054 Gender -,886,184 -,160-4,812,000 Age -,071,184 -,013 -,389,698 Income -,055,006 -,304-9,364,000 Memory 8,370E-006,000,002,060,952 Education -,098,095 -,034-1,038,300 Visited previous host destinations,259,184 -,046 1,403,161 Adj. R-Square: 0,395

14 Dependent variable: Likely to visit future major sports events B Std. Error Beta t Sig. (Constant) 4,684,713 6,565,000 Atmosphere/social,238,055,204 4,345,000 Interested host destination -,023,053 -,015 -,431,666 Sport fandom -,005,056 -,004 -,082,935 General sport interest,341,059,315 5,737,000 Visited previous events -,107,055,069-1,928,054 Gender -,886,184 -,160-4,812,000 Age -,071,184 -,013 -,389,698 Income -,055,006 -,304-9,364,000 Memory 8,370E-006,000,002,060,952 Education -,098,095 -,034-1,038,300 Visited previous host destinations,259,184 -,046 1,403,161 Adj. R-Square: 0,395

15 Dependent variable: Likely to visit future major sports events B Std. Error Beta t Sig. (Constant) 4,684,713 6,565,000 Atmosphere/social,238,055,204 4,345,000 Interested host destination -,023,053 -,015 -,431,666 Sport fandom -,005,056 -,004 -,082,935 General sport interest,341,059,315 5,737,000 Visited previous events -,107,055,069-1,928,054 Gender -,886,184 -,160-4,812,000 Age -,071,184 -,013 -,389,698 Income -,055,006 -,304-9,364,000 Memory 8,370E-006,000,002,060,952 Education -,098,095 -,034-1,038,300 Visited previous host destinations,259,184 -,046 1,403,161 Adj. R-Square: 0,395

16 Dependent variable: Likely to visit previous host destinations B Std. Error Beta t Sig. (Constant) 6,002,875 6,859,000 Atmosphere/social,200,068,155 2,948,003 Interested host destination,166,065,100 2,562,011 Sport fandom -,065,068 -,051 -,956,339 General sport interest,152,073,126 2,072,039 Visited previous events -,177,068,102-2,607,009 Gender,028,226,004,122,903 Age,006,225,001,027,979 Income -,052,007 -,254-7,099,000 Memory,001,000,135 3,814,000 Education -,052,116 -,016 -,451,652 Visited previous host destinations 1,549,227 -,250 6,833,000 Adj. R-Square: 0,270;

17 Dependent variable: Likely to visit previous host destinations B Std. Error Beta t Sig. (Constant) 6,002,875 6,859,000 Atmosphere/social,200,068,155 2,948,003 Interested host destination,166,065,100 2,562,011 Sport fandom -,065,068 -,051 -,956,339 General sport interest,152,073,126 2,072,039 Visited previous events -,177,068,102-2,607,009 Gender,028,226,004,122,903 Age,006,225,001,027,979 Income -,052,007 -,254-7,099,000 Memory,001,000,135 3,814,000 Education -,052,116 -,016 -,451,652 Visited previous host destinations 1,549,227 -,250 6,833,000 Adj. R-Square: 0,270;

18 Dependent variable: Likely to visit previous host destinations B Std. Error Beta t Sig. (Constant) 6,002,875 6,859,000 Atmosphere/social,200,068,155 2,948,003 Interested host destination,166,065,100 2,562,011 Sport fandom -,065,068 -,051 -,956,339 General sport interest,152,073,126 2,072,039 Visited previous events -,177,068,102-2,607,009 Gender,028,226,004,122,903 Age,006,225,001,027,979 Income -,052,007 -,254-7,099,000 Memory,001,000,135 3,814,000 Education -,052,116 -,016 -,451,652 Visited previous host destinations 1,549,227 -,250 6,833,000 Adj. R-Square: 0,270;

19 Logistic regression Dependent variable: Attended previous events (1 = yes, 0 = no) B S.E. Wald Sig. Exp(B) Gender -,126,173,528,467,882 Age -,011,006 3,633,057,989 Income,000,000 1,142,285 1,000 Education -,231,091 6,510,011,794 Memory -,030,052,337,562,970 Atmosphere/Social -,081,053 2,359,125,922 Inerested in destination -,011,051,044,834,989 Sport fandom -,022,053,165,685,979 General sport interest -,052,056,882,348,949 Constant 2,693,533 25,518,000 14,777

20 Logistic regression Dependent variable: Attended previous event destination (1=yes, 0=no) B S.E. Wald Sig. Exp(B) Gender -,436,174 6,300,012,647 Age -,001,006,031,860,999 Income,000,000 1,563,211 1,000 Education -,156,091 2,961,085,855 Memory -,105,055 3,711,054,900 Atmosphere/Social -,069,052 1,712,191,934 Interested in destination -,057,050 1,302,254,944 Sport fandom -,012,053,052,819,988 General sport interest,073,056 1,697,193 1,076 Constant 1,184,515 5,280,022 3,268

21 Short memory Summary On intentions: Atmosphere/social = positive General sport interest = positive Sport fandom = negative Male: positive on attending future events Income negative!!! Attended previous events => negative effect on repurchase Visited previous host destination => «repurchase» event destinations Weak correlation between intentions and previous behaviour (OLS-regression vs. Logistic regression)

Major sports events Are they worth the money?

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