Economic impact, event valuation and sponsor recall in a popular marathon
This study aimed to measure the economic impact, satisfaction, tourist impact, and return on sponsorship objectives of the partner brands in a Marathon held in 2019 in a city of about 200,000 inhabitants. The event included the marathon, half marathon, and relay marathon races. A total of 293 survey...
| Autores: | , , , , , |
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| Tipo de recurso: | artículo |
| Fecha de publicación: | 2021 |
| País: | España |
| Institución: | Universidad Católica San Antonio de Murcia (UCAM) |
| Repositorio: | RIUCAM. Repositorio Institucional de la Universidad Católica San Antonio de Murcia |
| OAI Identifier: | oai:repositorio.ucam.edu:10952/5663 |
| Acceso en línea: | http://hdl.handle.net/10952/5663 |
| Access Level: | acceso abierto |
| Palabra clave: | Marathon Economic impact Sport events Brand recall Sponsorship Maratón Eventos deportivos Impacto económico Recuerdo de marca Patrocinio deportivo |
| Sumario: | This study aimed to measure the economic impact, satisfaction, tourist impact, and return on sponsorship objectives of the partner brands in a Marathon held in 2019 in a city of about 200,000 inhabitants. The event included the marathon, half marathon, and relay marathon races. A total of 293 surveys were conducted out of a total of 1167 participants. Most of the registered participants lived the city of the event (58%, n=740), other parts of Spain (40%, n=510), and a smaller group (2%) from abroad (n=26). The direct impact was measured using the cost-benefit analysis methodology (CBA) and reached the amount of € 134,057.42. Additionally, the indirect impact was evaluated using Input-Output tables, obtaining an estimate of €73,866.83. For the analysis of tourist impact and satisfaction, descriptive statistics and non-parametric tests for means comparison were applied. We did not observe significant differences in most of the analyzed variables, but we found high valuations in promotional recognition, pride, tourism, and city’s link with sports. Finally, the sponsorship recall of the participating brands is higher in the induced recall compared to the spontaneous, except in the case of the main sponsor, with high recall in both types of recall. |
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