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    A Run for Their Money: Examining Changes in Runners' Event-Related Expenditures

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    JordanEtAl-JournalArticle-2021.pdf
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    Genre
    Journal article
    Date
    2021-09
    Author
    Lopez, Colin
    Kim, Koo Yul
    Drayer, Joris
    Jordan, Jeremy S.
    Department
    Sport and Recreation Management
    Tourism and Sport
    Subject
    First-time participants
    Repeat participants
    Consumer spending
    Running event
    Economic impact
    Permanent link to this record
    http://hdl.handle.net/20.500.12613/8072
    
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    DOI
    http://doi.org/10.32731/SMQ.303.0921.04
    Abstract
    This study examines spending changes between the first and second year of participation in a mass participation sport event. Previous research has been inconclusive about anticipated spending changes from year one to year two, which may be attributed to the prominence of cross-sectional research designs. This study utilized a within-person, year-to-year design with a seven-year sample from a US running event (n = 247) to track spending from participants. Using a within-subject ANCOVA, expenditures across eight categories were analyzed as individuals progressed from first-time to repeat participant. Results show no significant differences across any of the spending categories. From the same time frame, a sample of one-off participants was generated (n = 6,257) to compare with the repeat participants, and significant differences emerged. These findings provide event organizers and community officials with information regarding the spending behavior of customers in their first and second years, allowing for a more tailored marketing approach.
    Citation
    Lopez, C., Kim, K.Y., Drayer, J., & Jordan, J.S. (2021). A run for their money: Examining changes in runners' event-related expenditures. Sport Marketing Quarterly, 30(3), 207-219.
    Citation to related work
    Fitness Information Technology Inc.
    Has part
    Sport Marketing Quarterly, Vol. 30, No. 3
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    For Americans with Disabilities Act (ADA) accommodation, including help with reading this content, please contact scholarshare@temple.edu
    ae974a485f413a2113503eed53cd6c53
    http://dx.doi.org/10.34944/dspace/8044
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