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Research Project
Research Centre for Tourism, Sustainability and Well-being
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Understanding spectator sustainable transportation intentions in international sport tourism events
Publication . Martins, Rute; Pereira, Elsa; Rosado, António; Maroco, J. P.; McCullough, Brian P.; Mascarenhas, Margarida
It is vital to study spectator responses to environmental campaigns to
advance environmental sustainability initiatives. Therefore, this investigation
aimed to identify which factors influence spectator sustainable
transport intentions and perform a spectator segmentation based on
their responses. Data were collected from 355 spectators at an international
surfing event hosted in a renowned surfing destination. The
data were analysed in two stages. First, through the sport sustainability
campaign evaluation model to infer spectator sustainable transport
intentions. Second, through non-hierarchical cluster analysis, to segment
the sample based on those intentions. The results added a direct relationship
between the points of attachment and sustainable transport
intentions. Furthermore, the results highlighted the effect of constraints,
points of attachment and past sustainable behaviours as predictors of
spectator sustainable transport intentions. In addition, differences in
needs (i.e., aesthetic), attachment to the community, lack of time, lack
of access and past sustainable behaviours were found within the three
analysed clusters. Organisers of sport tourism events should develop
sustainable transport campaigns promoting the destination’s aesthetic
features, strengthening the connection between the local community
and the event spectators, and improving the availability of information
on transport services to increase spectator commitment to more sustainable
modes of transport.
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Funding agency
Fundação para a Ciência e a Tecnologia
Funding programme
6817 - DCRRNI ID
Funding Award Number
UIDB/04020/2020