Motivational Dimensions of Equestrian Sport Tourists

This paper examines competitive equestrian sport tourist motivations for attendance at competitive events in regional Australia. A survey of participants attending three separate competitive equestrian events was conducted and the resultant data were analyised using basic statistical techniques. Additionally, independent t tests were applied to the 7 point Likert scale to compare the results based on day visit verses overnight stay, gender and purpose/discipline for attending (event type). The value of both sport and tourism orientated motives was considered. It was found that these sport tourists are quite homogenous demographically and to some extent also in relation to motivational drivers. For the most part these competitive sport tourists are motivated to attend these events by traditional extrinsic motives relating to competition and the standard of the competition-scape. Less important are extrinsic sport motives relating to social and relationship development and leisure and recreational motivational drivers for the most part are found to be of little influence on the decision to attend a competition/event. These results provide valuable insight for site/event management, tourism and local Government decision makers into this potentially large sport tourism market that is ideally suited to rural and regional areas. With supply side competition predicted to increase, improved knowledge and understanding of this sport tourism and event market is vital to maintain and improve competitive advantage