Zeszyt naukowy - całość - Wydział ZarzÄ dzania i Ekonomiki Usług

32
Nerine Bresler
hosting a mega event while glorifying the expected benefits 18 . To limit this risk, it is
necessary ascertain cautionary pointers from a visitor perspective, prior to hosting a
mega event and to establish what motivates them to attend.
2. Motives of event tourists and intent to attend
Event spectator appeal will affect the visitor attendance 19 , and the destination
development that an event engenders is largely driven by the attendance it is expected
to generate 20 . Estimating visitation is not an easy task. For example, the
actual foreign arrivals of 403,466 to the 2002 World Cup was 37% less than the
640,000 the organising committee predicted, and of these, only 57,7% (232,800)
were direct football tourists 21 .
Travel intentions are influenced by both pull and push factors 22 . Pull factors
are related to external sources, including destination attributes, and push factors are
commonly studied with reference to reasons, or motives for travel, but motivation is
an insufficient basis for understanding the drivers of sport event attendance. The
most common response obtained by sport motivation researchers, why visitors attend,
is that it is fun, but fun explains nothing 23 ; the relationships between motives
and behaviour are complexly determined 24 . A conceptual model of event interest
and intent to attend is depicted in figure 1. Besides demographic variables that influence
event attendance; there are five other types: fan motives, travel motives,
event interest, travel constraints and attendance intentions. Fan motives are multidimensional
which include aesthetic experience (beauty and grace of soccer), vicarious
achievement (sense of personal achievement, or status a spectator feels
when his team wins), eustress (stimulation and arousal from watching soccer), inthe
impact of hallmark events: conceptual and research issues, “Journal of Travel Research”
1984, No. 22 (1).
18
H.J. Kim, D. Gursoy, S. Lee, The impact of the 2002 World Cup on South Korea: comparison
of pre- and post-games, “Tourism Management” 2006, No. 27, p. 88.
19
Passion, pride, and profit: a survey of football, “The Economist” 30 May 2003, p. 2.
20
N. Kim, L. Chalip, Why travel to the FIFA World Cup? Effects of motives, background,
interest, and constraints, “Tourism Management” 2003, No. 27, p. 695.
21
C. Lee, T. Taylor, Critical reflections of the economic impact assessment of a megaevent;
the case of 2002 FIFA World Cup, “Tourism Management” 2005, No. 25, p. 599 ,601.
22
J.L. Crompton, S.L. McKay, Motives of visitors attending festivals and events, “Journal
of Sport Management” 1997, No. 9 (1), p. 425; Y. Yoon, M. Uysal, An examination of the effects
of motivation and satisfaction on destination loyalty: a structural model, “Tourism Management”
2005, No. 26, p. 54.
23
B.C. Green, L. Chalip, Sport tourism as a celebration of subculture, “Annals of Tourism
Research” 1998, p. 287.
24
J.L. Crompton, S.L. McKay, op.cit., p. 427.