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Duignan, MB, Zou, S, Park, J, Everett, S, Walsh, L, Page, S, Fyall, A and Hansen, M (2023) How do event zones influence visitor behaviour and engagement with host destinations? A longitudinal study of the Cambridge half marathon (2017–2020). Journal of Destination Marketing and Management, 30. p. 100798. ISSN 2212-571X
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Abstract
This work identifies important influencing factors that affect event visitor behaviour in and beyond event zones, utilising a four-year, mixed-method, longitudinal study (n=6212) of the Cambridge Half Marathon (2017–2020). We counter a commonly held view that visitors naturally spill out into local cultural and business precincts, arguing that event zones represent cities within cities that spatially segregate visitors from the host destination; only 7% of the sample engaged in longer and deeper cultural stays. Quantitative data reveals statistically significant demographic and tripographic factors that increase the likelihood of visitors venturing beyond the event zone, whilst qualitative data reveals the behavioural and organisational factors that encourage or discourage engagement. Managerial tactics and strategies for encouraging visitors to venture beyond event zones, across host destinations, to optimise local economic benefits across the host destination are presented.
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | 1505 Marketing; 1506 Tourism; 1605 Policy and Administration |
| Subjects: | H Social Sciences > HF Commerce > HF5001 Business H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing. Distribution of Products |
| Divisions: | Liverpool Business School |
| Publisher: | Elsevier |
| SWORD Depositor: | A Symplectic |
| Date Deposited: | 18 Jan 2024 15:35 |
| Last Modified: | 18 Jan 2024 15:45 |
| DOI or ID number: | 10.1016/j.jdmm.2023.100798 |
| URI: | https://researchonline.ljmu.ac.uk/id/eprint/22329 |
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