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oa Journal of Economic and Financial Sciences - Running up or down : why is there a difference in spending?

 

Abstract

This study investigated the determinants of participant spending at the Comrades Marathon 'up' run (Durban to Pietermaritzburg) and 'down' run (Pietermaritzburg to Durban). A participant survey conducted at the race in 2011 and 2012, using regression analyses, found that more behavioural than socio-demographic determinants had a significant influence on spending at both races. The two groups of participants had very similar profiles, but their spending at the event differed significantly in the way it was distributed between the 'up' and 'down' runs, and the spending was higher at the former. The reasons for the difference are currently unknown, but the implication is that the 'up' and the 'down' runs may have different economic outcomes. Although this cannot be confirmed on the basis of surveys of just two years' Comrades runs, the findings could offer strategic insights for marketing the event and enhancing its economic impact and competitive advantage.

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/content/jefs/8/1/EJC170572
2015-04-01
2016-12-06
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