KZN Events and Sports Tourism

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KZN Events and Sports TourismPresented by Karen Kohler

August 2012


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Outline

Destination Management Sport Tourism Defined Tourism Information Services Assessing the value of events including sports

events

Tracking surveys Ad hoc surveys

Flagship events


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Destination Management

Destination Management is about being a strategic

leader in identifying a destinations competitiveadvantage or distinctive position, and ensuring

destination competitiveness by considering all of the

factors that determine such competitiveness,

including co-ordination and building partnerships

One of these factors is the value which events, and

sports events in particular, bring to the destination.

This can be seen in the models of destination

competitiveness developed by Heath (2003) andRitchie and Crouch (2000)


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Sport Tourism Defined

Swart and Bob (2007:374) - Sport tourism is a segment of

tourismGibson (1998:49) Defined as leisure-based travel that takesindividuals temporarily outside of their home communities to

participate in physical activities, to watch physical activities

or to venerate attractions associated with physical activities.

Hinch and Higham (2001:49) - Sport tourism is sport-basedtravel away from the home environment for a limited time,

where sport is characterised by unique sets of rules,

competition that shows physical prowess, and must be of a

playful nature.


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Sport TourismStandeven and DeKnoop (1999:2) - Define sport tourism asall forms of active and passive involvement in sport activity,

which is participated in a casual, or in an organised way, fornon-commercial or for business/commercial reasons that

make it necessary to travel away from home or work locally.

Weed and Bull (2004) and Weed (2005) - Sport tourism is a

unique area of study derived from the interaction of activity,people and place, and so is placed to acknowledge the

heterogeneous nature of the sport tourists behaviour

formal/informal, competitive/recreational or active/passive

participation.


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Sport Tourists

Sport Tourism describes groups of people orindividuals who travel to participate actively or

passively in sport. Sport is the prime motivator. The

sport can be competitive or recreational. It includes

active or passive participation in competitive sport or

recreational sport.

Tourism Sport describes groups and individuals whotravel, where sport is the secondary motivation. Here,

participation in sport which is of a competitive or non-

competitive nature, but as a secondary element of the

holiday, or incidental to the holiday.


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Sport Tourists

In essence these are the three broad categoriesof sport tourists :

1. Those who travel to actively participate in

sports.2. Those who travel to watch sports.

3. Nostalgia tourism.


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TKZNS TIS Department Research Planning

TIS or Tourism Information Services:

Undertakes a variety of research initiatives These include economic impact assessment surveys of:

Major tracking events Ad hoc events

Making the results of these studies available to theevent organizers for improvement through capturedrecommendations

Uploading these onto the TKZN website for widerdissemination


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Tracking Event Surveys

On an annual basis TKZN undertakes surveys of:

Dusi Canoe Marathon

Midmar Mile

Splashy Fen Music Festival

Tourism Indaba Vodacom Durban July

Comarades Marathon

Amashova Cycle Race


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Ad hoc Surveys

Besides the annual tracking surveys, the research

division also undertakes a range of once-off, ad hoc

surveys, eg:

Jozini Tiger Fishing Competition

Newcastle Air Show Sani2C

Africa Bike Week

Ballito Prawn and Jazz Festival


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Event Value - Methodology

Define area of impact Define who a visitor is

Determine the inclusion or exclusion of residents in

the economic impact calculation.

Measure spend Calculate overall direct value of the event based on

direct spend

Calculate total value based on use of a tourism

multiplier


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Event ValueThe contribution of each event to the value of tourism in theprovince is carefully and critically assessed, using a variety of

analytical tools. The value of some if the most recent events,using the median, or conservative, values, are as follows:

Midmar Mile 2012 16 007 participants, R55.6million Dusi Canoe Marathon 2012 1 679 participants, R11million

Vodacom Durban July 50 000 spectators (est),R139million Comrades Marathon 19 951 (1 291 intl) participants,

R275.9million Amashova 8 564 participants, R12.9million

Total of just these 5 events

R495million!


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Flagship Events

The province supports this range of key events and tracks their

performance through time.

This is done through benchmarking against other similar andhighly successful global events.

It is also critical to continue attracting high-profile, high

performance events to the province.

It is also important to undertake promotional campaigninitiatives to internationalize these events further.

Not only do such events bring in significant revenue, but they

also raise the profile of the province as an event destination,

as a holiday destination, and as a business destination.


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Thank You

KZN Events and Sports Tourism

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