An Empirical Study On Effects Of Travel Motivations And Constraints On Attendance In Large Sport Events

With 2008 Beijing Olympic Games'successful application and the positive preparation,China is urging to strengthen the understanding and research to the significant sport events.In tourism research,the sport event is regarded as one kind of tourism attraction.Tourism research on the sport events should emphasize on tourist attendance and the number of times,and segment event tourism market,including analysis and determination on which person will implement event travel,which potential people can leave the family but to be attracted to participate the event.In order to fundamentally solve the above problems,this paper,from the prospective of travel motivation and constraint,analyzes and discusses the response which people make to the large-scale sport events(2008 Beijing Olympic Games).The main purposes of this paper are:(1)through the empirical research,for enhancing the attendance in Beijing Olympic Games,to put forwards instructive suggestions . (2)to discuss the relationship between travel motivations and constraints,then discuss the impact of travel motivations and constraints on attendance in the large-scale sport events;(3)based on the above two goals,to discuss further,which motivations and constraints have the most remarkable effect on attendance in the large-scale sport events,thus to conclude the work focus of Beijing Olympic Games.According to previous work suggesting that event interest,risk constraint,and financial constraint will affect potential attendees'desire to attend and their sense that it is feasible to attend,this paper makes use of the confirmatory study to establish the theory construct,and confirms it in the empirical study.The significance in theory and its implication for.2008 Beijing Olympic Games are proposed finally.Main conclusions of this paper are:Event interest and constraints fully mediated the effects of motives and background on respondents'sense that it was feasible for them to attend.Financial constraint did affect desire to attend.The desire to socialize and eustress had direct and positive effects on interest in the event and the desire to attend the event.Results suggest the value of segmented sport event marketing that appeals to both travel and fan motives.In the last,this paper,according to the results of this research and the holding experiences of the successive Olympic Games,from the angle of special tourism events marketing,puts forward some Olympics tourism strategies,for example destination branding marketing strategy,and emphasizes some advertent problems in Olympic tourism marketing works,aims to pose some rational propositions for the operation of Olympics tourism marketing.