What’s New?

Some interesting reading materials on my list:

Perception differences among visitor groups: The case of horse-attraction versus other-attraction tourist markets in Lexington, Kentucky

This study segments a tourist market by horse-related visitors and non-horse-related visitors versus in-state and out-of-state visitors. It further tests the utility of various visitor characteristics in differentiating visitor markets for a destination. The results indicate that demographic characteristics were not substantially different for all visitor groups. However, most travel-related aspects of visitors’ trips differed between horse-related-attraction versus non-horse-related-attraction visitor groups.

Link: Sagepub

 

Motivations of equestrian tourists: an analysis of the colonial cup races

While the motivations of visitors to mainstream professional sporting events have been well
documented, comparatively little is known about equestrian tourists. The purpose of this study was
to assess the fan motivations, sport identification and expenditures of tourists attending an annual
steeplechase. The event chosen for this study was the 31st Annual Colonial Cup Races, held in
South Carolina, USA. Wann and Branscombe’s (1990) team identification and Wann’s (1995) sport
fan motivation scales were adapted for use in this study. Responses from 222 equestrian tourists
were used to answer four research questions. Regardless of respondent sex, equestrian tourists were
most likely to be motivated by entertainment and group affiliation needs and least likely to be
motivated by escape and self-esteem needs. However, comparisons based on identification level
(low, medium, high) resulted in significant differences in four of the seven motivations and on-site
expenditures. Further, there was a significant positive relationship between identification level and
six of the seven motives tested as well as on-site expenditures. Sport identification may prove to
offer useful insight into motivations and expenditures within an equestrian context. Marketing
efforts for equestrian events can be adapted to promote identification and reflect the motivations
that are descriptive of this tourism niche.

While the motivations of visitors to mainstream professional sporting events have been welldocumented, comparatively little is known about equestrian tourists. The purpose of this study wasto assess the fan motivations, sport identification and expenditures of tourists attending an annualsteeplechase. The event chosen for this study was the 31st Annual Colonial Cup Races, held inSouth Carolina, USA. Wann and Branscombe’s (1990) team identification and Wann’s (1995) sportfan motivation scales were adapted for use in this study. Responses from 222 equestrian touristswere used to answer four research questions. Regardless of respondent sex, equestrian tourists weremost likely to be motivated by entertainment and group affiliation needs and least likely to bemotivated by escape and self-esteem needs. However, comparisons based on identification level(low, medium, high) resulted in significant differences in four of the seven motivations and on-siteexpenditures. Further, there was a significant positive relationship between identification level andsix of the seven motives tested as well as on-site expenditures. Sport identification may prove tooffer useful insight into motivations and expenditures within an equestrian context. Marketingefforts for equestrian events can be adapted to promote identification and reflect the motivationsthat are descriptive of this tourism niche.

Link: New Mexico State University


View Marc Helfer's profile on LinkedIn

Tourism Website Consultant Blog

Tourism Website Consultant past posts