The Future of Sport TourismThe Future of Sport TourismManaging and Developing the Sport Managing and Developing the Sport
Tourism ProfessionTourism Profession
Tom Robinson Tom Robinson
Senior Lecturer Senior Lecturer
Hanze University GroningenHanze University Groningen
THE EMERGENCE OF SPORT TOURISMTHE EMERGENCE OF SPORT TOURISM One of the fastest growing sectors of the global One of the fastest growing sectors of the global
travel and tourism industry.travel and tourism industry. Value in 2003 as high as Value in 2003 as high as $51billion$51billion, equivalent , equivalent
to 10 per cent of the global tourism market. to 10 per cent of the global tourism market. By 2011, travel and tourism is expected to be By 2011, travel and tourism is expected to be
more than 10 per cent of global GDP more than 10 per cent of global GDP The economies of cities, regions and even The economies of cities, regions and even
countries around the world are increasingly countries around the world are increasingly reliant on the visiting golfer and skier or the reliant on the visiting golfer and skier or the traveling football, rugby or cricket supporter. traveling football, rugby or cricket supporter.
SourceSource Nov. Nov. 2004 Sport Business report (900 Euro) 2004 Sport Business report (900 Euro) sportbusiness.comsportbusiness.com
Future of Sport Tourism Future of Sport Tourism
Sports-related travel is a Sports-related travel is a $182$182 billion billion industry, generating over 47 million hotel industry, generating over 47 million hotel room nights annually.room nights annually.
Sports related corporate incentive travelSports related corporate incentive travel Team and sports event participation travelTeam and sports event participation travel Family and sports spectator travelFamily and sports spectator travel Adventure and sports fantasy travelAdventure and sports fantasy travel
www.sportstravelmagazine.comwww.sportstravelmagazine.com
Sport Tourism Sport Tourism
Sport is regarded as the world’s largest Sport is regarded as the world’s largest social phenomenonsocial phenomenon
Tourism is the world’s biggest industryTourism is the world’s biggest industry
Is SPORT TOURISM greater than the Is SPORT TOURISM greater than the sum of its parts?sum of its parts?
Areas to address:Areas to address:
Academic scientific research and scholarshipAcademic scientific research and scholarship Education: curriculum / specialist courses. Body Education: curriculum / specialist courses. Body
of knowledge ?of knowledge ? TrainingTraining Professional organisationsProfessional organisations Policy strategyPolicy strategy Trends in Tourism and SportTrends in Tourism and Sport TechnologyTechnology
Conceptualisation of Sport TourismConceptualisation of Sport Tourism What is Sport Tourism What is Sport Tourism 3- dimensional concept involving sport and 3- dimensional concept involving sport and
tourism? (Delpy, L.1998 )tourism? (Delpy, L.1998 )
Travel to play sportTravel to play sport Travel to watch sportTravel to watch sport Travel to sport attractionsTravel to sport attractions
……..but what about…...but what about…. Vacations where sport is secondary motivationVacations where sport is secondary motivation
SPORT TOURISM Hard definition Soft definition
passive or active participation at a Primarily active recreational competitive sporting event participation in sport National / International events “Fun Runs”Rotterdam Marathon Hiking / walking Olympic Games Skiing / SkatingSoccer matches Cycling toursWimbledon CanoeingInternational cricket Disney World of Sports / Fantasy Camps
TOURISM SPORTSoft definition Hard definition
Visitors who engage in some minor Tourists who as a secondary form of sport or leisure; their reinforcement passively orparticipation is purely incidental actively participate in sport Mini-golf Landal Green ParksBowls Centre ParcsSwimming Halls of fameTennis court hire Sports CruisesRowing / Punting Sport museumsPool / snooker Stadia Tours
Diagram 1: A consumer classification of sport and tourism (Robinson & Gammon 1997)
Sport or Sports Tourism?Sport or Sports Tourism?
Parks Parks et alet al point out when discussing the differences point out when discussing the differences in Sport and Sports management: in Sport and Sports management:
““Sports implies a collection of separate activities such Sports implies a collection of separate activities such as golf, soccer, hockey, volleyball, softball, and as golf, soccer, hockey, volleyball, softball, and gymnastics - items in a series that can be counted. gymnastics - items in a series that can be counted. Sport, however, is a collective noun that includes all Sport, however, is a collective noun that includes all activities that meet the criteria, not just a few that may activities that meet the criteria, not just a few that may be placed on a list” (Parks be placed on a list” (Parks et alet al, 1990:6). , 1990:6).
Therefore Sports Tourism focuses upon Therefore Sports Tourism focuses upon competitive sporting travel, whereas the term competitive sporting travel, whereas the term Sport Tourism is a far broader concept which Sport Tourism is a far broader concept which embraces sport as being both recreational as well embraces sport as being both recreational as well as competitive; both institutionalised and as competitive; both institutionalised and transitory. transitory. ((Gammon and Robinson 1999)Gammon and Robinson 1999)
Academic perspectiveAcademic perspective
Journals Journals ESMQ, ESMQ, Sport in SocietySport in SocietyJournal of Vacation MarketingJournal of Vacation Marketing
Journal of Sport Tourism Journal of Sport Tourism Serving the trade and academic communityServing the trade and academic community
1995 →2003 electronic, 2003-2005 hard copy 1995 →2003 electronic, 2003-2005 hard copy Journal of Sport and Tourism Journal of Sport and Tourism
Renamed and repositioned - academicRenamed and repositioned - academic
Academic perspectiveAcademic perspective
Body of knowledgeBody of knowledge
Educational programmesEducational programmes
Training coursesTraining courses
Sport Tourism International CouncilSport Tourism International Council
THE TEN IMPORTANT WORLD THE TEN IMPORTANT WORLD TOURISM ISSUES FOR 2008TOURISM ISSUES FOR 2008
Safety and Security in TourismSafety and Security in Tourism Best Practices for Managing Sustainable TourismBest Practices for Managing Sustainable Tourism New Developments in e-commerce tools in TourismNew Developments in e-commerce tools in Tourism Tourism Policy and PlanningTourism Policy and Planning Tourism Education and TrainingTourism Education and Training Effect of Climate Change on TourismEffect of Climate Change on Tourism Influence of the World’s Economy on TourismInfluence of the World’s Economy on Tourism Marketing Quality Tourism Products and Experiences Marketing Quality Tourism Products and Experiences Partnerships and Strategic Alliances in TourismPartnerships and Strategic Alliances in Tourism Impact of Natural Disasters and Health Concerns on Impact of Natural Disasters and Health Concerns on
TourismTourismSourceSource: : Edgell, D. 2008Edgell, D. 2008
Future TrendsFuture Trends The increasing development of individual sports as The increasing development of individual sports as
opposed to collective sportopposed to collective sport Diversification of sport participation modelsDiversification of sport participation models Exaggerated segmentation of sport disciplinesExaggerated segmentation of sport disciplines Adaptation of sports activities to the constraints of Adaptation of sports activities to the constraints of
urban lifeurban life Development of a mythology of adventure in a Development of a mythology of adventure in a
natural environmentnatural environment Political trendsPolitical trends GlobalisationGlobalisation Socio-demographic trendsSocio-demographic trends
Hinch and Higham 2004Hinch and Higham 2004
New motivations for touristsNew motivations for tourists According to World Tourism Organization According to World Tourism Organization
(WTO), two significant travel trends will (WTO), two significant travel trends will dominate the tourism market in the next decade dominate the tourism market in the next decade 2000-2010:2000-2010:
Mass marketing is giving way to one-to-one Mass marketing is giving way to one-to-one marketing with travel being tailored to the marketing with travel being tailored to the interests of the individual consumer. interests of the individual consumer.
A A growinggrowing numbernumber of visitors are becoming of visitors are becoming special interest travellers who rank SPORT special interest travellers who rank SPORT as one of the top 10 reasons for travelling.as one of the top 10 reasons for travelling.
Sydney, 23 September 2000. View of the Sydney, 23 September 2000. View of the start of the women's mountain biking eventstart of the women's mountain biking event
Changes in TOURIST interestsChanges in TOURIST interests
OLD TOURISTSOLD TOURISTS Lie in the sunLie in the sun Get sunburntGet sunburnt Like attractionsLike attractions No special interestsNo special interests Eat in hotel dining Eat in hotel dining
roomroom
NEW TOURISTSNEW TOURISTS Get up and get activeGet up and get active Keep clothes onKeep clothes on Try out local food and Try out local food and
drinksdrinks Like sportsLike sports Special interestsSpecial interests
Poon 1993
Old TouristsOld Tourists
SunSun Sand Sand SeaSea
New TouristsNew Tourists
Small scaleSmall scale SegmentationSegmentation SatisfactionSatisfaction SensitiveSensitive
Future TouristsFuture Tourists
Emotion Emotion
Education Education
EntertainmentEntertainment
ExperienceExperience
What What isis an Experience? an Experience?
““An experience occurs when a company An experience occurs when a company intentionally uses services as intentionally uses services as the stagethe stage, , and and goods as propsgoods as props, to , to engage engage individual customers individual customers in a way that in a way that creates a creates a memorable eventmemorable event””
Pine and Gilmore (1998)Pine and Gilmore (1998)
Increasing sport event calendarIncreasing sport event calendar
1970 – 55 1970 – 55 2004 – 35,0002004 – 35,000 Bigger and more of them Bigger and more of them
Active sport tourism marketActive sport tourism market
Sport tourism AttractionsSport tourism Attractions Olympic MuseumOlympic Museum
Lausanne, SwitzerlandLausanne, Switzerland Hall of FameHall of Fame Cooperstown, N.Y.Cooperstown, N.Y.
Sport as a secondary motivationSport as a secondary motivation
Kerst en Oud & Nieuw bij LandalKerst en Oud & Nieuw bij Landal Nordic Walking arrangementNordic Walking arrangement
GVB (Golf) arrangementGVB (Golf) arrangement
Landal Green ParksLandal Green Parks
Assen Circuit new AttractionsAssen Circuit new Attractions a hotel with conference facilities a hotel with conference facilities a retail business building a retail business building a motor café with adjacent bowling centrea motor café with adjacent bowling centre a fun factory / game halla fun factory / game hall a flight simulator a flight simulator a go-cart centre with an adjacent sports car a go-cart centre with an adjacent sports car
assembly facility assembly facility a motorcycle experience centre, including a a motorcycle experience centre, including a
motorcycle museummotorcycle museum a fitness aqua wellness and spa centre a fitness aqua wellness and spa centre facilities that support the racetrack facilities that support the racetrack
Wimbledon MuseumWimbledon Museum
The state of the art The state of the art museum features museum features exhibits and artefacts exhibits and artefacts never seen before, as never seen before, as well as audio guides well as audio guides in eight different in eight different languages.languages.
McEnroe's GhostMcEnroe's Ghost a scene from a scene from
Wimbledon's past. In a Wimbledon's past. In a recreation of the recreation of the 1980s Gentlemen's 1980s Gentlemen's Dressing Room, a Dressing Room, a ghost-like image of ghost-like image of John McEnroe John McEnroe appears and takes you appears and takes you through a tour of the through a tour of the normally off-limits area normally off-limits area
Virtual Sport Tourism Virtual Sport Tourism
Emerging marketsEmerging markets
CHINACHINA
Table tennisTable tennis FootballFootball BadmintonBadminton GymnasticsGymnastics DivingDiving
SummarySummary Remarkable increase in opportunities in sport tourism Remarkable increase in opportunities in sport tourism People focused professionPeople focused profession Specific knowledge and skills neededSpecific knowledge and skills needed Education and training programs are relatively rareEducation and training programs are relatively rare More research needed - profilingMore research needed - profiling Sector needs professionalism - linked to quality of experienceSector needs professionalism - linked to quality of experience Recognition needed from academia / industryRecognition needed from academia / industry Body of knowledge needs to be developedBody of knowledge needs to be developed Need to develop links between academic institutions and Need to develop links between academic institutions and
industry to meet present and future targets for trained industry to meet present and future targets for trained professionals in sport and tourism.professionals in sport and tourism.
The development of new courses to meet the needs of the The development of new courses to meet the needs of the specialist sport tourist and develop a framework for the specialist sport tourist and develop a framework for the industry.industry.
The next Olympic Sport? The next Olympic Sport?
Space Sport Tourism Space Sport Tourism 30 million US dollars30 million US dollars Russian Space Russian Space
AgencyAgency
When will space sport When will space sport tourism activity take tourism activity take place?place?
2020? 2050? 2100?2020? 2050? 2100?
6th February 1971: Man plays golf on the Moon
Alan Shepard hit two balls just before lift-off, and drove them, as he put it, "miles and miles and miles".
