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Repeat Visitation and Spending at Events: Hogs and Muscle Cars

Repeat Visitation and Spending at Events: Hogs and Muscle Cars. Jennifer Beedle Erick Byrd UNCG. Road Map. Festival and Special Event Tourism Economic Enhancement Visitor Spending at Festivals and Special Events Repeat Visitors vs. First Time Visitors The Study Purpose and Methods

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Repeat Visitation and Spending at Events: Hogs and Muscle Cars

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  1. Repeat Visitation and Spending at Events: Hogs and Muscle Cars Jennifer Beedle Erick Byrd UNCG

  2. Road Map • Festival and Special Event Tourism • Economic Enhancement • Visitor Spending at Festivals and Special Events • Repeat Visitors vs. First Time Visitors • The Study • Purpose and Methods • Preliminary Results and Conclusions

  3. Festival and Special Event Tourism • Rural communities look to enhance the area through tourism. • Festivals and special events are a large component of the tourism product in rural areas. • Understanding characteristics of the special event and festival visitor is key to achieving economic goals. • Repeat visitors vs. First-time visitors

  4. Repeat vs. First Time Visitors Who Spends More? First-time Visitors Repeat Visitors Spend more money than repeat visitors (Alegre and Juaneda, 2006), (Petrick, 2004) Participate in more tourist activities (Donnegan, 2004). Stay longer in a destination and spend more money. (Donnegan, 2004)

  5. The Study • Purpose • To investigate if repeat visitation has an influence on visitors’ spending during events in a rural setting.

  6. Surry County, North Carolina

  7. Surry County, NC

  8. Method • Data was gathered from two events in Surry County, North Carolina • Convenience sampling via visitor intercept • N=394

  9. Results • Average party size attending one of the two events consisted of mostly adults. • 3.4 adults • .06 children • The majority of visitors (80%) spent at least one night in the area. • Most (75%) of the visitors stayed in hotels or motels. • Average travel party spending was $661 goods and services in Surry County.

  10. Results • 53% First-time visitors • 47% Repeat visitors • First-time visitors spent significantly more in every spending category than repeat visitors, excluding taxi and other.

  11. Results Test of Significance Between First-time and Repeat Visitor Spending (T-test)

  12. Conclusions • Results confirm the findings of previous research studies indicating first-time visitors spend more than repeat visitors. • Familiarity with location • More efficient spending • Redundancy of experiences • Access to discounts and rewards

  13. Conclusions • It is vital for events to attract new visitors from year to year. • Creating and keeping repeat visitors is still critical • More effective and efficient from a marketing standpoint. • Mix of first-time and repeat visitors should be seen as the ideal • Future research should identify whether or not this holds true for other events or if it is destination specific.

  14. Questions?

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