What motivates an equestrian tourist? : A study of memories, experiences and the revisiting of equestrian sport events as identity strategy

The aim of this study was to examine how travel to and repeat visits at a horse - based tourism event create the foundation of identity and community development as well as feelings of solidarity and belonging among visitors. In addition, the purpose was also to highlight specific features in the process and to discuss how and why such events may form the basis of further community and identity development. Five interviews were conducted with repeat visitors to Stockholm International Horse Show and were analysed through the theoretical perspectives of identity and experiences. Findings suggest that the main attraction of the event lies with the love the visitors have for horses, but also within the opportunity to experience a sense of belonging and community based on a belief of something shared to gather around. Though, the notion of community among the visitors is somewhat fragile and can easily break in changing situations. This results in group formations and social positioning. Other conclusions are that the people interviewed travel to reexperience nostalgic memories and to enhance their knowlegde of horses and to evolve as riders and horse(wo)men through the inspiration that comes from the admiration of role models. Further, the memories of the event form important parts in the story that shaped them