Marketing Strategy and Willingness to Pay for Sport Tourism in the Kinmen Marathon Event

Yi-Hsing Lin, Chun-Hung Lee, Chun-Fu Hong () and Yen-Ting Tung
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Yi-Hsing Lin: Department of Business Administration, National Quemoy University, Kinmen 892, Taiwan
Chun-Hung Lee: Department of Natural Resources and Environmental Studies, College of Environmental Studies, National Dong Hwa University, Hualien 97401, Taiwan
Chun-Fu Hong: Department of Long-Term Care, National Quemoy University, Kinmen 892, Taiwan
Yen-Ting Tung: Department of Business Administration, National Quemoy University, Kinmen 892, Taiwan

Sustainability, 2022, vol. 14, issue 19, 1-16

Abstract: In this study, we applied an evaluation model of multiple attributes of sport-based tourism to the marketing strategy for a marathon event in Kinmen (Taiwan) based on a choice experiment methodology. We found that the participants appreciated the experience of authentic cuisine and the availability of marathon souvenirs. They also preferred engaging in ecotourism activities and supporting the establishment of a sport development fund. We applied market segmentation by dividing the participants into two groups. Those in the first group were primarily younger, had higher incomes, and had participated previously in the Kinmen Marathon. Those in the second group primarily had lower incomes, were over 40 years old, and were participating in the Kinmen Marathon for the first time. Both groups preferred entertainment, educational, and esthetic experiences, but only the first group desired an escapist experience. We propose three marketing strategies for sport tourism experiences as a reference for future practice in Kinmen sport tourism.

Keywords: economic value; experience economy; ecotourism; marathon; sport tourism (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
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