Demographics and consumer behaviour of visitors to the wegry/drive out bull run motorsport event

Abstract

The event tourism industry has a positive economic impact on countries and local communities alike. This is especially pertinent for developing countries such as South Africa where events and event tourism can be essential drivers for economic growth and development. Events have the potential to attract large numbers of attendees to host cities and local areas. As participant-based extreme sports events, such as motorsports, are becoming increasingly popular, competitive and dynamic, it is essential for event organisers to understand the demographics and consumer behaviour of visitors to such events. Furthermore, the changing preferences of consumers are posing new challenges to marketers and event organisers. Marketers and event organisers need to understand the behaviour of consumers who attend their events, as this is likely to impact the sustainability of events. Surprisingly, little research has explored the demographics and consumer behaviour of visitors to events. The purpose of this study was, therefore, to gain insight into the demographics and consumer behaviour of visitors to a motorsport event, the WegRy/Drive Out Bull Run, hosted annually in the Northern Cape Province. A quantitative research approach was followed in the study due to the relatively large population of around 700 attendees. The research design was survey research, and 267 questionnaires were administered to visitors of the 2017 WegRy/Drive Out Bull Run motorsport event held in Van Wyksvlei from 6 to 8 October. The questionnaire captured the demographic profile of visitors, as well as their satisfaction level and expenditure patterns related to accommodation, food and beverages, and the organisation of the event. Descriptive and inferential statistics were used to interpret the data. Findings highlight the need for increased and improved marketing of the event. The study showed that most of the participants and attendees were from South Africa and that the event was white and male dominated. Experiences related to the various aspects of the event, including the organisation, were satisfactory, although some concerns were recorded and analysed. Applicable recommendations were proposed to assist the event organisers in adequately marketing and positioning the event in future.