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

Abstract

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.