The Future of Sport Tourism Managing and Developing the Sport Tourism Profession

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The Future of Sport TourismManaging and
Developing the Sport Tourism Profession

• Tom Robinson
• Senior Lecturer
• Hanze University Groningen

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THE EMERGENCE OF SPORT TOURISM

• One of the fastest growing sectors of the global
  travel and tourism industry.
• Value in 2003 as high as 51billion equivalent
  to 10 per cent of the global tourism market.
• By 2011 travel and tourism is expected to be
  more than 10 per cent of global GDP
• The economies of cities regions and even
  countries around the world are increasingly
  reliant on the visiting golfer and skier or the
  traveling football rugby or cricket supporter.
• Source Nov. 2004 Sport Business report (900 Euro)
  sportbusiness.com

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Future of Sport Tourism
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www.sportstravelmagazine.com

• Sports-related travel is a 182 billion industry
  generating over 47 million hotel room nights
  annually.
• Sports related corporate incentive travel
• Team and sports event participation travel
• Family and sports spectator travel
• Adventure and sports fantasy travel

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Sport Tourism

• Sport is regarded as the worlds largest social
  phenomenon
• Tourism is the worlds biggest industry
• Is SPORT TOURISM greater than the sum of its
  parts

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Areas to address

• Academic scientific research and scholarship
• Education curriculum / specialist courses. Body
  of knowledge
• Training
• Professional organisations
• Policy strategy
• Trends in Tourism and Sport
• Technology

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Conceptualisation of Sport Tourism

• What is Sport Tourism
• 3- dimensional concept involving sport and
  tourism (Delpy L.1998 )
• Travel to play sport
• Travel to watch sport
• Travel to sport attractions
• ..but what about.
• Vacations where sport is secondary motivation

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SPORT TOURISM Hard definition
Soft definition passive or active
participation at a Primarily active
recreational competitive sporting event
participation in sport National /
International events Fun Runs Rotterdam
Marathon Hiking / walking Olympic Games
Skiing / Skating Soccer matches Cycling
tours Wimbledon Canoeing International
cricket Disney World of Sports / Fantasy
Camps TOURISM SPORT Soft
definition Hard definition Visitors who
engage in some minor Tourists who as a
secondary form of sport or leisure their
reinforcement passively or participation is
purely incidental actively participate in
sport Mini-golf Landal Green Parks Bowls
Centre Parcs Swimming Halls of
fame Tennis court hire Sports Cruises Rowing
/ Punting Sport museums Pool / snooker
Stadia Tours Diagram 1 A
consumer classification of sport and tourism
(Robinson Gammon 1997)
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Sport or Sports Tourism

• Parks et al point out when discussing the
  differences in Sport and Sports management
• Sports implies a collection of separate
  activities such as golf soccer hockey
  volleyball softball and gymnastics - items in a
  series that can be counted. Sport however is a
  collective noun that includes all activities that
  meet the criteria not just a few that may be
  placed on a list (Parks et al 19906).
• Therefore Sports Tourism focuses upon competitive
  sporting travel whereas the term Sport Tourism
  is a far broader concept which embraces sport as
  being both recreational as well as competitive
  both institutionalised and transitory.
  (Gammon and Robinson 1999)

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Academic perspective

• Journals
• ESMQ
• Sport in Society
• Journal of Vacation Marketing
• Journal of Sport Tourism
• Serving the trade and academic community
• 1995 2003 electronic 2003-2005 hard copy
• Journal of Sport and Tourism
• Renamed and repositioned - academic

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Academic perspective

• Body of knowledge
• Educational programmes
• Training courses
• Sport Tourism International Council

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THE TEN IMPORTANT WORLD TOURISM ISSUES FOR 2008

• Safety and Security in Tourism
• Best Practices for Managing Sustainable Tourism
• New Developments in e-commerce tools in Tourism
• Tourism Policy and Planning
• Tourism Education and Training
• Effect of Climate Change on Tourism
• Influence of the Worlds Economy on Tourism
• Marketing Quality Tourism Products and
  Experiences
• Partnerships and Strategic Alliances in Tourism
• Impact of Natural Disasters and Health Concerns
  on Tourism
• Source Edgell D. 2008

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Future Trends

• The increasing development of individual sports
  as opposed to collective sport
• Diversification of sport participation models
• Exaggerated segmentation of sport disciplines
• Adaptation of sports activities to the
  constraints of urban life
• Development of a mythology of adventure in a
  natural environment
• Political trends
• Globalisation
• Socio-demographic trends
• Hinch and Higham 2004

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New motivations for tourists

• According to World Tourism Organization (WTO)
  two significant travel trends will dominate the
  tourism market in the next decade 2000-2010
• Mass marketing is giving way to one-to-one
  marketing with travel being tailored to the
  interests of the individual consumer.
• A growing number of visitors are becoming special
  interest travellers who rank SPORT as one of the
  top 10 reasons for travelling.

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Sydney 23 September 2000. View of the start of
the womens mountain biking event
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Changes in TOURIST interests

• OLD TOURISTS
• Lie in the sun
• Get sunburnt
• Like attractions
• No special interests
• Eat in hotel dining room

• NEW TOURISTS
• Get up and get active
• Keep clothes on
• Try out local food and drinks
• Like sports
• Special interests

Poon 1993
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Old Tourists

• Sun
• Sand
• Sea

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New Tourists

• Small scale
• Segmentation
• Satisfaction
• Sensitive

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Future Tourists

• Emotion
• Education
• Entertainment
• Experience

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What is an Experience

• An experience occurs when a company
  intentionally uses services as the stage and
  goods as props to engage individual customers in
  a way that creates a memorable event
• Pine and Gilmore (1998)

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Increasing sport event calendar

• 1970 55
• 2004 35000
• Bigger and more of them

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Active sport tourism market
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Sport tourism Attractions

• Olympic Museum
• Lausanne Switzerland

• Hall of Fame
• Cooperstown N.Y.

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Sport as a secondary motivationKerst en Oud
Nieuw bij Landal Nordic Walking arrangement GVB
(Golf) arrangement

• Landal Green Parks

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Assen Circuit new Attractions

• a hotel with conference facilities
• a retail business building
• a motor café with adjacent bowling centre
• a fun factory / game hall
• a flight simulator
• a go-cart centre with an adjacent sports car
  assembly facility
• a motorcycle experience centre including a
  motorcycle museum
• a fitness aqua wellness and spa centre
• facilities that support the racetrack

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Wimbledon Museum

• The state of the art museum features exhibits
  and artefacts never seen before as well as audio
  guides in eight different languages.

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McEnroes Ghost

• a scene from Wimbledons past. In a recreation of
  the 1980s Gentlemens Dressing Room a ghost-like
  image of John McEnroe appears and takes you
  through a tour of the normally off-limits area

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Virtual Sport Tourism
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Emerging markets

• CHINA
• Table tennis
• Football
• Badminton
• Gymnastics
• Diving

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Summary

• Remarkable increase in opportunities in sport
  tourism
• People focused profession
• Specific knowledge and skills needed
• Education and training programs are relatively
  rare
• More research needed - profiling
• Sector needs professionalism - linked to quality
  of experience
• Recognition needed from academia / industry
• Body of knowledge needs to be developed
• Need to develop links between academic
  institutions and industry to meet present and
  future targets for trained professionals in sport
  and tourism.
• The development of new courses to meet the needs
  of the specialist sport tourist and develop a
  framework for the industry.

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The next Olympic Sport
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Space Sport Tourism

• 30 million US dollars
• Russian Space Agency
• When will space sport tourism activity take
  place
• 2020 2050 2100

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6th February 1971 Man plays golf on the Moon
Alan Shepard hit two balls just before
lift-off and drove them as he put it miles
and miles and miles.