Project Report on Torism

Sports Tourism: Strategies for Successful Development

David Walmsley

SPORTS
TOURISM:
STRATEGIES
FOR
SUCCESSFUL
DEVELOPMENT

Sports
Tourism:
Strategies
for
Successful
Development

Author,
David
Walmsley

Executive
summary

Sports
 tourism
 assumptions
 have
been
 responsible
for
 a
 considerable
 uplift
 in
 interest
 in
 hosting
 major
 sports
events
and
investing
 in
infrastructure
and
marketing.
Protagonists
claim
 huge
sums
in
 economic
 impact
 and
 use
 these
 to
 justify
 hosting
 fees 
and
 the
 diversion
 of
 public
 funds.
 These
 assumptions
 may
 be
 accurate
 but
 many
 cities,
 regions
 and
 countries
 are
 unclear
 as
 to
 how
 to
 scrutinise
them
and
in
many
cases
what
truly
constitutes
sports
tourism. Sports
Tourism:
Strategies
for
Successful
Development
presents
a
series
of
lenses
through
which
the
 decisions
 and
 options
 can
 be
 viewed.
 Light
 is
 shone
 on
 the
 definitions
 of
 sports 
 tourism
 and
 questions
reviewed
as
to
how
its
impacts
can
be
evaluated. The
report
presents
models
for
reviewing
strategic
options
and
allows
tourism
strategists
to
optimise
 their
approach
to
meet
achievable
and
sustainable
objectives
which
play
to
their
natural
strengths.

Four
types
of
sports
tourism

Industry
experts
agree
that
awareness
of
 market
segmentation
is
one
of
 the
foundation
stones
of
 a
 successful
 sports
tourism
 strategy.
 Without
knowledge
of
 the
character
 and
 requirements
of
 each
 segment,
a
destination
cannot
understand
where
best
to
position
its
offer
to
acquire
the
benefits
it
 seeks,
nor
what
elements
that
offer
must
include
to
maximise
those
gains.
Typically,
a 
strategy
can
 target
one
or
more
of
the
sports
tourism
market’s
four
segments:

Sports
tourism
intensity
hierarchy

SPORTS
TOURISM:
STRATEGIES
FOR
SUCCESSFUL
DEVELOPMENT

Incidental
 sports
tourism

Nostalgia
 sports
tourism

Spectator
 sports
tourism

Participation
 sports
tourism

Intensity
of
sporting
focus L Source:
D
Walmsley o w High

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