Student research unpacks
the “Lance” factor
UniSA Sport and Recreation Management students may have some vital information to contribute about Tour Down Under tourism following a wide survey of interstate and international visitors at the event last month.
The students completed the project as part of their summer course in Sport and Tourism Development.
Course coordinator Anne Eastgate said the students researched visitors’ motivations for attending the 2010 cycling event; what other activities they intended to do while they were in South Australia; how satisfied they were with their event experience around the Tour; and the likelihood that they would return to Adelaide.
Eastgate said research conducted previously by the students and academic staff at the 2009 Tour Down Under, highlighted how much the presence of Lance Armstrong influenced cycling fans to attend the race. The findings showed that personal involvement in cycling was also a key factor.
“Among domestic tourists, Armstrong’s attendance had less effect on those more involved with cycling because they would have come anyway – but it had more influence and impact on those less involved with cycling,” she said.
“And with international tourists involved in cycling already, Lance Armstrong’s attendance was the prime motivation for travel to Adelaide, whereas those less involved in cycling tended to come to the event as part of an overall trip.”
Other findings showed that fans were generally very satisfied with the event but they would like more shade, more stands and more food and drink outlets.
“The students did this research to gain an understanding of the role that events like the Santos Tour Down Under play in the bigger picture of tourism in South Australia,” she said.
“Many of these students are looking to work in the events industry when they graduate so the survey project helps them to think about the challenges and opportunities that are part of the industry.”