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dc.contributor.advisorHigham, James
dc.contributor.authorReim, Sabine
dc.date.available2015-07-09T21:40:01Z
dc.date.copyright2015
dc.identifier.citationReim, S. (2015). The value of event sport tourism bundles (Thesis, Master of Commerce). University of Otago. Retrieved from http://hdl.handle.net/10523/5795en
dc.identifier.urihttp://hdl.handle.net/10523/5795
dc.description.abstractThis 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.
dc.format.mimetypeapplication/pdf
dc.language.isoen
dc.publisherUniversity of Otago
dc.rightsAll items in OUR Archive are provided for private study and research purposes and are protected by copyright with all rights reserved unless otherwise indicated.
dc.subjectbundling
dc.subjectleveraging
dc.subjectbundles
dc.subjectsport tourism bundles
dc.subjectconsumer value
dc.subjectvalue perception
dc.subjectsport tourism
dc.subjectsports events
dc.subjectRugby League
dc.subjectForsyth Barr Stadium
dc.subjectNew Zealand
dc.subjectDunedin
dc.titleThe value of event sport tourism bundles
dc.typeThesis
dc.date.updated2015-07-09T09:56:57Z
dc.language.rfc3066en
thesis.degree.disciplineInternational Business
thesis.degree.nameMaster of Commerce
thesis.degree.grantorUniversity of Otago
thesis.degree.levelMasters
otago.openaccessOpen
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