welcome to my presentation. i am the director of the motor...
TRANSCRIPT
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Welcome to my presentation. I am the Director of The Motor Sport
Research Group at Bournemouth University
Dr Bruce Grant-Braham – 31.03.11
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Introduction
• I want to talk to you about some research that Bournemouth University undertook in 2009.
• It is an economic impact study for a major motor sport event
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Where are we?
BOURNEMOUTH - 6041 miles / 9722 kilometers - 澳门
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Where is Bournemouth University?
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Where is Bournemouth University?
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We are in the South of England
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We are in the South of England
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We are in the county of Dorset
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We are in the county of Dorset
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In 2012 the Olympic sailing will be nearby
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Rallye Sunseeker
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Rallye Sunseeker locations
地点
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Event History• Rallye Sunseeker
2011 was the 26th year that the Poole/Bournemouth area hosted a round of the National Rally Championship.
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Event History
• The event had small beginnings more than 35 years ago, since when it has been built into the biggest rally staged in the South of England.
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Rallye Sunseeker
• Sunseeker International, the most famous prestige boat builder in our area, sponsors the annual car rally
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Research Aims
• To undertake a pilot of study for a new model to estimate the economic impact of motor sport events.
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Previous Research Suspect
• Examination of previous motorsport economic impact surveys revealed them to be suspect in both reliability and validity terms.
• These surveys examined the economic impact of solely spectators and did not accurately define what was meant by a “spectator”.
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Definition of spectator / tourist
• In previous research the definition of a “spectator” had been a “tourist”
• The data collected therefore largely ignored the economic impact of:– local residents– competitors– officials– media representatives– sponsor’s guests.
• It is our hypothesis that all of these contribute to the event’s economic impact
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Methodology
• To achieve our aims a questionnaire was devised containing questions with two elements:1. A Fan Survey2. An Economic Impact Survey
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Methodology and Sample
• A two pronged methodology: • questionnaire was placed on-line on
Rallye Sunseeker’s website• also distributed in paper form at various
locations during the event itself. • 600 usable questionnaires were
completed in total
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The research sample reflects the total audience
Composition of Sample
0 20 40 60 80
Sponsor
Media
Guest
Competitor
Volunteer Marshal / Helper
Spectator
% of sample
• Our research included:– Spectators– Officials– Competitors– Guests– Media
– Sponsors
The organisers estimated that the total audience was at least 30,000 people
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Spectator Demographics
Rallye Sunseeker spectator demographics
0
5
10
15
20
25
30
35
A B C1 C2 D E
Classifications
% o
f res
pond
ents
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Spectator Demographics
• The audience was mainly:• Supervisory, or clerical, junior managerial,
administrative or professional• Intermediate managerial, administrative or
professional• Skilled manual workers
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Where in the UK does the event’s audience come from?
In which UK region do you live?
0%10%20%30%40%50%60%70%
South
Wes
tSou
th Eas
t
Wes
t Midl
ands
Lond
onNort
h Wes
t
East M
idlan
dsNort
h Eas
tEas
t Ang
liaW
ales
UK Region
%
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Where in the UK does the event’s audience come from?
• 92% of the audience came from within 241 kilometres / 150 miles• a 2.5 hour drive
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The audience county by county
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The audience county by county
• 70% of the audience came from Dorset and Hampshire
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Where Dorset spectators live
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Where Hampshire spectators live
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The majority of the audience would not need to stay in the area as they lived very close
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Percentage of respondents staying for Rallye Sunseeker
Percentage of respondents staying for Rallye Sunseeker
Staying32%
Not Staying (Residents
or day visitors)
68%
• It might be assumed therefore 32% of 30,000 followers –9,600 individuals – stayed in hotel rooms.
• In practice this was not the case.• A major characteristic of the area is that many tourists
stay in the homes of friends and relatives.
• 32% stay• 68% Do not stay
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Where people stay
Types of accommodation used
0 10 20 30 40 50 60
Self Catering, Flat, Cottage
Static Caravan, Chalet
Touring Caravan, Tent
Camper Van, Mobile Home
Guest House
Home of a friend or relative
Hotel
% of those staying
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Where people stay
• Local hoteliers should be very happy with the result.
• One major hotel, The Bournemouth Marriott, is fully booked for the event.
• This is in low season in February.
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How long did people stay?
No of nights stayed
0 10 20 30 40 50 60
7 nights
6 nights
5 nights
4 nights
3 nights
2 nights
1 night
% of sample who stayed
• 93% stay one or two nights• 93%留一或两晚
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Where was the visitor accommodation?
The location of visitor accommodation
0 10 20 30 40 50 60
Poole
Dorset
New Forest
Bournemouth
% of respondents staying
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What role did Rallye Sunseeker play in your decision to visit the area?
0% 20% 40% 60% 80% 100%
I knew of Rallye but it played nopart in my decision
Never heard of Rallye beforevisit
I may not have visited if Rallyew asn't happening
Main reason for visiting
Sole reason for visiting
%
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• It is clear that for more than 80% of the sample that without Rallye Sunseeker they would not visit the area in February.
• This is a critical figure to place in front of tourist authorities to show how the event helps the area out-of-season.
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How much was spent?
• Rallye Sunseeker injected at least £718,000 (9,325,525.30 MOP) into the local Dorset economy.
• Each spectator individually spent £11 (142.875 MOP ) on food and drink.
• Each accommodation provider received £29 (376.671 MOP ) per person.
• Travel costs (petrol and fares) were £9 (116.905 MOP ) per person.
• Other costs (car parking, etc.) were £24 (311.747 MOP ) per person.
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How much was spent?
• The competitors spent by far the most.• £718,000 (9,325,525.30 MOP) was a
conservative figure • An improved methodology would have
revealed a much larger figure.
•
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How could the research methodology be improved?
• Many spectators view for free in public places along the 51 miles of the competitive route.
• This is where an online strategy helped.
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We found out lots of extra information about the spectators
For example the following might be useful to the Ford Car Company
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What make of Ford car do spectators drive?
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Links
• Rallye Sunseeker 2011• Dulux MSA British Rally Championship• Official video 2011• Sunseeker International
Live rates at 2011.03.18 14:46:00 UTC1.00 GBP = 12.9909 MOP
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The End