国际中文开源期刊平台

马拉松赛事举办地如何吸引消费：旅游参赛重度消费跑者的识别及其特征分析

How to Attract Consumption Through Hosting a Marathon: The Identification of Heavy Spenders Among Tourist Runners and Their Characteristics

休闲运动与健康 / 2022,2(1)：1-11 / 2022-03-24 299 366

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• 作者： 邢晓燕¹      闫美美²      尤一平³     
• 单位：

  1. 首都体育学院　管理与传播学院，北京　100086；
  2. 贝马体育科技有限公司，江苏　无锡     214142；
  3. 首都体育学院　研究生部，北京　100086

• 关键词： 体育旅游; 马拉松赛事；体育消费支出；赛事利用；营销策略
• Sport tourism; Marathon event; Sport-related expenditure; Event leveraging; Marketing strategy
• 摘要： 吸引旅游消费是举办地增加赛事经济影响的重要途径。本研究基于我国两个城市马拉松旅游参赛跑者消费支出，使用三等分法进行市场细分，识别旅游参赛重度消费跑者。研究发现两个赛事旅游参赛跑者在举办地的平均总支出为3771 元/1139 元；重、中、轻度消费者的平均支出分别为8210 元/2515 元、2265 元/658 元、773 元/229 元；重度消费者的数量占样本的三分之一，消费支出却分别占样本总支出的73%/74%。相较中、轻度消费者，重度消费者用于参赛旅游吃住行的必要支出占比更低，用于购物、观光娱乐、运动相关及其他非必要支出占比更高；随行亲友人数更多、停留时间更长、旅行距离更远、更有可能在行程中安排旅游和社交活动；家庭年收入更高，年龄更有可能在40 岁以上。然而，与西方同类研究的结果不同，我国重、中、轻度消费者的跑步参与度无明显差异，提示跑者旅行参赛与跑步直接相关的消费尚未得到释放。基于西方“赛事杠杆战略模型”的视角提出马拉松赛事举办地吸引消费的营销建议：（1）针对性招募具有重度消费特征的旅游参赛跑者；（2）吸引旅游参赛跑者延长停留时间，促进各项消费支出；（3）开发赛事关联产品服务优化参赛体验，从而激发旅行参赛的跑步相关消费并带动其他旅游消费。
• Attracting tourist consumption is an important way for the host destination to enhance event economic impact. This study segmented tourist runners at two city marathons based on their expenditures at the host destination. On average, the runners spent a total of ¥3771/¥1139, with the average spending of heavy, moderate, and light spenders being respectively ¥8210/¥2515, ¥2265/¥658, and ¥773/¥229. Compared to moderate and light spenders,heavy spenders, who were more likely to be over 40 years old with higher family income, had a lower proportion of necessary expenditures (i.e., food, lodging and transportation), and a higher proportion of discretionary expenditures (i.e., shopping, sightseeing and entertainment, sports-related); had more relatives and friends accompanying them, stayed longer, traveled longer distances; and were more likely to engage in tourist and social activities. Nonetheless, no significant difference in running profile was found. Recommendation for marketing strategies to attract consumptions are: (1)focus on recruiting tourist runners with heavy consumer profile;(2)extend tourist runners’ duration of stay to promote various consumption expenditure;(3)develop event-related products and services to tap into sport-related consumption potential and improve event participation experience.
• DOI： https://doi.org/10.35534/lsh.0201001
• 引用：