The Exploration of Influential Factors of On Sport Tourist Expenditure in Mega Sport Event

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Sport events are considered as important business and many countries are competing fiercely to host major events. This is because of the money that events generate and the marketing value of destination from hosting major events. The purpose of this study is exploring the potential factors that can influence sport tourists’ spending during mega sport events. The surveys consisted of 136 questionnaires that were completed one day before 2012 Super Bowl in Indianapolis. Findings of the survey indicate that team identification, previous Super Bowl attendance, and level of the professional football involvement may influence sport tourists’ spending during mega sport event. The contribution of this research is providing several possible directions for both destination and event managers to cultivate marketing strategy to increase the value and amounts generated by the event.