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Publication
Understanding spectator sustainable transportation intentions in international sport tourism events
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Advisor(s)
Abstract(s)
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.
Description
Keywords
Consumer’s environmental behaviour Environmental Sustainability Spectators Surf events Sport tourism Sustainable transportation
Citation
Martins, R., Pereira, E., Rosado, A., Marôco, J., McCullough, B., & Mascarenhas, M. (2021). Understanding spectator sustainable transportation intentions in international sport tourism events. Journal of Sustainable Tourism, 1–20. https://doi.org/10.1080/09669582.2021.1991936
Publisher
Taylor and Francis Ltd.