IMPACT OF SPORT TOURISM ON HOTEL PATRONAGE
CHAPTER ONE
BACKGROUND OF STUDY
Tourism has emerged into a critical policy instrument for community and regional development in a number of developed and developing nations worldwide. Tourism also has the ability to significantly affect and alter how natural and cultural resources are used in a variety of locations.
It creates new possibilities, jobs, and economic advantages for local communities, while also promoting the hotel industry’s expansion. Tourism is critical for a country’s economic prosperity. Individuals travel for a variety of reasons.
Sport is an activity. one of the primary reasons for tourism promotion. As society develops and people’s living standards rise, sports tourism progressively becomes one of the fastest expanding sectors. Individuals traveling to stay in hotels, participate in, and watch sporting events dates all the way back to the ancient Olympic Games (Higham J, 2010).
The term “hotel patronage” refers to the business that enters an institution and generates money. Patronage may take the shape of consumers, other businesses, or corporations; it can also be seen as a patron’s business or activity. Patron refers to a traveler who patronizes a location in a tourism context.
A destination’s infrastructure, attractions, and marketing all have an effect on its patronage. A destination’s low patronage has an effect on how its amenities are used and on the morale of employees who rely on the tourist sector for job and nourishment. In today’s world, the link between sports and tourism is symbiotic.
Economic growth of sports tourism has been a contentious issue in the globe for the previous two decades. Tourism is defined as travel that is primarily recreational or leisure in nature, as well as corporate travel or the provision of services to support this leisure travel.
According to the World Tourism Organization, tourists are defined as “individuals who travel to and stay in locations outside their usual environment for a period of more than twenty-four hours and not more than one consecutive year for leisure, business, or other purposes unrelated to the exercise of a remunerated activity within the place visited” (World Tourism Organization, ).
Tourism is a critical area of economic growth in a nation owing to the revenue created by visitors’ purchase of goods and services, the taxes imposed on tourism enterprises, and the job opportunities linked with tourism. T
hese service sectors include aviation, cruise ships, and taxis, as well as lodging, which includes hotels, restaurants, bars, and entertainment venues, as well as other hospitality services like as spas and resorts. People travel for a variety of purposes, including employment, business, pleasure, religious activities, and medicine.
Another significant cause for tourism is sport. With the advancement of civilization and the enhancement of people’s living standards, sports tourism has evolved into a critical component of the popular healthy lifestyle, as well as one of the tourist industry’s fastest expanding market sectors.
Global tourist arrivals are expected to expand at a 4.3% compound annual rate and reach 1.6 billion by 2020. (Simon Hudson, 2009). Sports tourism is one of the fastest expanding sectors contributing to these astronomical numbers.
During the past two decades, one of the most contentious issues in the globe has been the expansion of sports tourism. The International Olympic Committee and the World Tourism Organization have emphasized the importance of sports tourism development.
Sports tourism is travel for the purpose of participating in certain sporting events such as the Cricket World Cup, the Olympic Games, the SAARC games, and football contests. According to the Canadian Tourism Commission, anyone who travel more than 80 kilometers or stay overnight in order to attend, finish, or otherwise participate in athletic events are considered to be active in sports tourism (Canadian Tourism Commission).
According to the British Tourism Authority, 20% of tourist journeys are for the primary purpose of sports participation, while 50% of tourist excursions involve sports participation among other things. Increased media exposure of sporting events over the last decades has elevated the profile of many sports,
and while television coverage is better than at any point in history, a growing number of sports fans want to experience live events, resulting in high demand, as fans want to see their sporting idol up close and personal.
While large-scale events draw a significant number of spectators and promote hotel patronage, events with widespread involvement may have a considerable economic impact. Additionally, developing a tourist package that incorporates sports among a variety of other attractions may potentially provide greater sustained advantages in the long run. Cricket, soccer, tennis, rugby, and hockey are the world’s most popular sports now.
Popular sporting events attract a big worldwide audience. Bidding for the right to host big sporting events has become a competitive industry, with several towns, regions, and nations competing for the right to host major games.
The United Kingdom, the United States, Germany, Italy, Spain, Scandinavia, Australia, and South Africa are the primary markets for sports tourism. Sports tourism is not only a straightforward kind of tourism; it is also a cost-effective area that allows the tourist and sports industries to coexist.
While sports tourism is still in its infancy, it is growing and improving as a means of enhancing people’s involvement awareness and providing a viable potential for the development of the sports tourism business. The sports tourism market is a critical component of the basis for the growth of sports tourism.
Sports tourism is based on the elements that motivate travelers and the travel experiences that sports tourists want when they visit a particular location. The research examines the influence of sport tourism on hotel patronage given this context.
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IMPACT OF SPORT TOURISM ON HOTEL PATRONAGE
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