An exploratory investigation into the profile of participants in a motorcycling event in Lesotho Online publication date: Wed, 31-Mar-2021
by Matseliso I. Pone; Uwe P. Hermann; Melissa Jeanette Lötter
International Journal of Leisure and Tourism Marketing (IJLTM), Vol. 7, No. 2, 2021
Abstract: The increase in sport events is both a global and local phenomenon. Countries such as Lesotho are pursuing sport events in order to enhance their tourism product offerings. The Roof of Africa Rally is one such event and is the focus of this study since no research has been conducted on the profile of attendees to this event and limited research has focused on similar events in the region. This study aimed to develop a profile of attendees by means of a survey. Results of the study provided demographic, behavioural and psychographic profiles of participants. An exploratory factor analysis was conducted, which identified eight factors as participants' motives, namely personal benefits, nature and culture, leisure, solidarity, exploration, learning, challenge and kinship, and health and well-being. The study's findings may provide information for marketers and/or stakeholders to assist in determining and meeting participants' needs in this and other sports events.
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