Attributes contributing to the travel behaviour of trail runners

Abstract

Worldwide, the sport tourism industry is growing rapidly every year, as it attracts large numbers of participants and spectators to sport events. Many nations host sport events as it contributes to the economic growth of a country, acts as a promoting instrument and leads to the development of infrastructure in the host destination as well as the nation as a whole. These days sport participants have a greater need to take part in more challenging forms of sport events. Consequently, endurance sport events specifically come into play as these types of sport tourism events are seen as some of the most challenging and stimulating. South Africa has become one of the most celebrated sport tourism destinations and has become very popular for its endurance sport events held throughout the country mostly because of the changing weather conditions and diverse landscapes. Trail running can be described as an endurance sport that offers a unique experience derived from the authenticity of the landscape and the simplicity of enjoying nature while also challenging one’s mind and body. Trail running has become very popular in South Africa seeing that locations where these events are held are scenic and remote or off the usual tourism track, meaning that the use of trail running events attracts trail runners to more remote or less known tourism destinations in South Africa. However, at present there is very limited research focusing on trail runners globally and specifically in South Africa from a sport tourism perspective. Furthermore, a significant number of endurance sport tourism studies have focussed either on attributes or travel behaviour, but the combination of attributes and travel behaviour measured in a single study is very limited. In addition, to limited research where attributes and travel behaviour are combined in a single study, there are also a limited number of sport tourism studies on trail runners done in the past five years. Moreover, there is also a gap in the fact that not all trail running event organisers have the necessary knowledge and training regarding the trail running elements needed to ensure a successful trail running event. Host destinations and trail running events also do not always work together to promote both the event and the host destination. By gaining knowledge on the specific event, destination and trail attributes that trail runners seek when choosing an event; event and destination marketers can work together on marketing strategies that incorporates the most important attributes in order to not only make the event appealing, but also make trail runners aware of what attributes the destination has. Trail running events also cannot attract large numbers of participants, compared to other endurance events, consequently in order to guarantee that trail running events generate a sufficient amount of revenue; one should focus on retaining trail running participants, but also try to influence trail runners’ travel behaviour (e.g. spending more nights in the destination; higher total spending). The main goal of this study was therefore to determine which event, destination and trail attributes have an influence on trail runners’ travel behaviour. The research was exploratory of nature, following a quantitative research approach, and surveys were conducted at the three different trail running events during 2019 and 2020 where 528 questionnaires were collected from trail runners and used for further data analysis. Several objectives were set to help achieve the main goal of this study. The first three objectives were all reached through a literature review. The first objective was to review previous literature with regard to the South African sport tourism industry with specific focus on different endurance sport athletes and endurance sport events. The second objective was to review and analyse previous literature that focuses on trail running participants and trail running events. Objective three involved a critical analysis of travel behaviour and related theories in endurance sport and specifically the trail running context. The fourth objective and its three sub-objectives were to present and discuss the descriptive and multivariate analysis results. The last objective was to draw conclusions and make recommendations specifically with regard to the trail running events; as well as to destination managers based on the results of the study. The data from the results was analysed through SPSS software (SPSS version 26, 2019).