Demographics and consumer behaviour of visitors to the Wegry/Drive Out Bull Run motorsport event

Abstract

It is generally accepted that the event tourism industry has a positive economic impact on countries and local communities alike, especially in developing countries such as South Africa, where events and event tourism are essential drivers for economic growth and development. Events have the potential to attract large numbers of attendees to host cities and local areas. Due to an increase in the popularity of participant-based extreme sports events, such as motorsports, it is essential for event organisers to understand the demographics and consumer behaviour of visitors to such events. The changing preferences of consumers pose challenges to marketers and event organisers. Marketers and event organisers need to understand the behaviour of consumers who attend their events, as this impact on the sustainability and profitability of events. The purpose of this study was to gain greater 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, South Africa. The research approach was quantitative in nature. The research design was survey research, and 267 questionnaires were administered to visitors of the 2017 WegRy/Drive Out Bull Run motorsport event. Findings highlight the need for increased and improved marketing and greater community participation. Applicable recommendations were proposed to assist the event organisers in adequately marketing and positioning the event in future.

Keywords

• Consumer behavior
• demographics
• events
• event tourism
• motorsport