Abstract
This research investigates the potential for sport tourism bundling in the context of an international Rugby League test match at Forsyth Barr Stadium in Dunedin and explores how the stadium can be best utilised to maximise the tourism potential that it offers. Bundling involves the sale of at least two separate products in a single package (Stremersch & Tellis, 2002) and in the context of sports events, bundling is further understood as a leveraging strategy to maximise the positive impacts and minimise the negative impacts of an event (Chalip, 2004). Creating and selling sport tourism bundles that consist of a sports event and tourism products and services at the host destination could therefore achieve great benefits for both the development of the sport tourism destination and the success of the sports event. In order to successfully sell sport tourism bundles however, they need to be of value to the sport tourist. This research therefore applies the concept of consumer value, as developed by Sheth, Newman, and Gross (1991), in order to assess to what extent, and in what ways, sport tourists visiting Dunedin value sport tourism bundles for a Rugby League test match at the Forsyth Barr Stadium. It focused on events and activities before or after the Rugby League test as potential bundle components and the importance of social, emotional and epistemic consumer value for event sport tourists. Data was collected from a sample of n=165 via a questionnaire-based visitor survey at the Kiwis vs England Four Nations Rugby League test match in Dunedin on 8 November 2014 and subsequently analysed with descriptive and inferential statistics, such as cross-tabulations and confidence intervals. It was found that the most popular bundle components for Rugby League sport tourists visiting Dunedin were meet & greet and autograph & photo sessions with players as well as a concert before or after the sports event. Social and emotional value were identified to be the most salient consumer values. Findings showed that there is significant potential for the development of sport tourism bundles in Dunedin since these were valued highly by sport tourists and may enhance Dunedin as a sport tourism destination. Based on research findings, suggestions for suitable sport tourism bundles were made, which may inform marketing and development strategies of sport event organisers and destination managers.