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THE IMPACT OF SPORTS TOURISM ON HOTEL VISITORS
The purpose of this research was to demonstrate the significance of large sporting events, such as marathons, and their economic influence on hotel performance during these uncertain times for the events and tourist industries. The study concentrated on the economic impact of the marathon event on hotel performance in the race area.
As an example, we chose the Vienna City Marathon, which takes place in April. We expected that hotel performance the day before the marathon would have a greater impact on hotel performance on several nonmarathon days.
We picked hotel occupancy, revenue per available room, average daily rate, and total revenue as metrics for hotel performance on the day (always Saturday) previous to the marathon, year average, April average, and average Saturday in April.
The findings of this study demonstrated that a marathon has a considerable impact on three important hotel performance measures (i.e., hotel occupancy, revenue per available room and total revenue).
The findings of this study could help local governments or event planners justify financial commitments in organizing a marathon or comparable sports events in order to resume tourism following the present recession.
Indicators of hotel performance; sporting events; revenue; marathon
1. Introductory paragraph
Tourism and sporting activities are inextricably interwoven. Unfortunately, tourism and sports have been and continue to be significantly damaged industries as a result of the current crisis brought by the novel coronavirus (COVID-19).
The recent pandemic revealed that sporting events, such as a football match, were also identified as a propeller for the disease’s transmission in northern Italy, one of the hardest hit countries [1–3]. Although accurate figures are still difficult to calculate, it is apparent that the year 2020 will see a considerable reduction in tourism arrivals, the number of hosted events, employment, and the revenue and value created by these businesses.
Already 11 months into 2020, it is apparent that the virus will persist in the global population unless a vaccine or effective medical treatment is discovered.
When most work is moving online, and while the debate over holding large international events online is raging, it is said that now is the time to recall and underline the importance of sports events and the economic impact they may have on tourism and hospitality. This is significant because the “tourism restart” must occur at some point, and events in general, and athletic events in particular, are viewed as the drivers of this rebound.
This case study investigates the economic significance and influence of sporting events such as marathons on the hotel sector in the area hosting the race during the event industry, tourism, and hospitality’s volatile times. In summary, this study broadens our understanding of the economic impact of sporting events.
This case study’s contribution is a precisely studied economic impact of marathons on hotel performance metrics before to the event, during the event, and in other various nonmarathon times. The study is based on data collected by Smith Travel Research (STR) for research purposes between 2007 and 2018.
Despite the fact that the study was conducted on a dataset from a pre-pandemic period, the largescale dataset comprised a significant time frame as well as periods before and after the financial and economic crisis, which could perhaps illustrate the fragility of the influence observed.
The findings of this study should be useful for sport event planners and event managers, as well as destination management organizations (DMOs) and local and national tourism offices once the crisis has passed, in the context of deciding whether to host a sport event or not.
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THE IMPACT OF SPORTS TOURISM ON HOTEL VISITORS
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