Journal of Sport & Tourism

ISSN: 1477-5085 (Print) 1029-5399 (Online) Journal homepage: http://www.tandfonline.com/loi/rjto20

Sport and Tourism: A Conceptual Framework

Sean Gammon & Tom Robinson

To cite this article: Sean Gammon & Tom Robinson (2003) Sport and Tourism: A Conceptual
Framework, Journal of Sport & Tourism, 8:1, 21-26, DOI: 10.1080/14775080306236

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Published online: 09 Nov 2010.

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 Journal of Sport Tourism 8(1), 2003, 21–26

Sport and Tourism: A Conceptual

Framework

Sean Gammon and Tom Robinson

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Introduction

The relationship between Sport and Tourism is most definitely gaining momentum in
both industry and academic circles. The reasons for this sudden interest has osten-
sibly come from five basic directions (Kurtzman, 1995).
Firstly, the popularity of international and national sporting events has increased
significantly i.e. The Olympic Games, World Cups and European Championships.
Secondly, there is a wider understanding of the health related benefits that can be
achieved through active participation in many sports.
Thirdly, governments and leaders are beginning to appreciate the value of sport
with regard to both the economy and national and international relations (Collins &
Jackson, 1996).
Fourthly, there is a wider and carefully programmed variety of sporting events on
offer throughout the year; facilitating spectator and participant alike.
Lastly, sport minded individuals are not only more mobile, but are also able to
communicate more effectively due to improvements in technology and global infra-
structure.
Though much has been written concerning the precise nature of Sport and
Tourism, there seems little work that discusses the practical side of the subject and
its implications. Kurtzman and Zauhar have highlighted this issue, maintaining that
future research priorities should focus upon … .” the development of profession
models, active and passive client profiles, and training enhancement curricula”
(Kurtzman & Zauhar, 1995) Bearing this in mind, the aim of this article is to
introduce a new Sport and Tourism customer model, that not only helps in categoris-
ing identifiable consumer interests, but also illustrates the breadth and scope of the
subject area.

What do we mean by sport and tourism?

There is little doubt that a clear theme runs along the existing Sport and Tourism
literature; namely, that it involves a myriad of diverse areas of research and interest.
It is at this juncture that we are faced with our first major stumbling block. Should
tourism and sport be an all encompassing subject, including every possible link
(however tenuous) between the two disciplines, or should some form of conceptual
framework be created, thus identifying a subject with clear parameters?
.......................................................................................................................................................
Journal of Sport Tourism ISSN 1461 6688 print/ISSN 1470-1340 online/03/010021-06
 Sports Tourism International Council. http://www.tandf.co.uk/journals
DOI: 10.1080/1477508032000093425
 22 Gammon a n d R o bi n so n

There are notable weaknesses from both these stand points. In the first scenario,
there is clearly a danger that the discipline could become diluted by triviality,
confusing the precise nature and purpose of the subject area. For example does a
small child wearing a Manchester United kit on holiday qualify as a serious focus of
interest in Sport and Tourism, simply through association? On the other hand,
should the subject be constricted and ossified through vigorous academic definement,
limiting its size before it has already grown?
There is little doubt that sport and tourism as a single discipline is at an embryonic
stage in its development and must be encouraged to branch out in what ever areas
it deems appropriate – however vague the linkage. Though there must be a clear
caveat here: any future studies or research should resist polarising two already
separate subject areas.
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Analysis undertaken in Sport and Tourism should try to compound the two
already distinctive disciplines in to one, creating new foci of interest. It is not a
question of combining statistics from sport and tourism, resulting in logical conclu-
sions – the subject of Sport and Tourism is clearly more than the sum of its parts.
Having warned of the dangers of subject separation, preliminary research (Kurtz-
man & Zauhar 1995) has revealed that there seems to be two quite distinct starting
points; either from a sporting perspective or a touristic one. If, for example the prime
motivation is in sport, then the touristic element would act as a secondary reinforce-
ment, and vice versa if tourism was the main point of interest. Therefore, it is entirely
possible that two individuals travelling on a plane to Atlanta could qualify from both
perspectives. One individual, though travelling specifically to see the Olympic Games,
might also anticipate the opportunity of sight seeing whilst they are there.
In contrast, the other individual might be travelling to Atlanta primarily to see the
sights but may also expect to catch some of the events at the Games. The implications
of this, is that each individual generates two quite distinct areas of investigation, not
only from a marketing, economic or financial perspective, but also from a psycholog-
ical and sociological viewpoint.
What is clearly required, is a broad theoretical framework that not only illustrates
the variety of customer motivations but also highlights particular Sport and Tourism
categories.

Sport and Tourism

A Sport and Tourism Model (see Figure I)

Much of the academic literature stems around the impact of tourism and major
(mega) sporting events and less on many of the related topic areas. (De Knop, 1987,
1990; Glyptis, 1991).
The main aim of the model is to, firstly, illustrate the bisectional nature of the
subject area, i.e. either from a sport or tourism base, whilst, secondly, highlighting
the segmentalist structure of Sport and Tourism in order to delineate further areas of
focus. Although categorising Sports Tourism is not new (Kurtzman, 1995), this
sub-division of soft and hard categories clearly demonstrates four distinctive fields of
study, each with quite different organisational, financial and academic methods and
implications. For example, the organisational and marketing processes within the
Sports Tourism Hard Definition differs greatly from those utilised in the Tourism
 S po r t a n d Tourism: A Conceptual Framew ork 23
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Figure 1 A consumer classification of sport and tourism.

Sport Hard Definition. The following section introduces in a little more detail the
varying subject categories.

Sports Tourism

The left hand side of the model focuses upon the area of Sports Tourism. This section
is devoted to the analysis of individuals and/or groups of people who actively or
passively participate in competitive or recreational sport, whilst travelling to and/or
staying in places outside their usual environment. The deciding criteria here, is that
sport is the prime motivation to travel, though the touristic element may act to
reinforce the overall experience.

Hard Definition

A hard definition of the sports tourist is quantified by active or passive participation

at a competitive sporting event. We can classify a hard sports tourist as someone who
specifically travels (staying in places outside their usual environment) for either active
or passive involvement in competitive sport. Therefore the sport is their prime
motivational reason for travel. This encompasses major sporting events e.g. the
Olympic Games, Wimbledon and the London Marathon. The competitive nature of
these events is the distinguishing factor.

Soft Definition

A softer definition of the sports tourist would be someone who specifically travels
(staying in places outside their usual environment) and who is primarily involved in
active recreational participation of a sporting/leisure interest; for example skiing and
walking holidays. The active recreational aspects are the distinguishing factors here.
 24 Gammon a n d R o bi n so n

Tourism Sport

This comprises of persons travelling to and/or staying in places outside their usual
environment and participating in, actively or passively, a competitive or recreational
sport as a secondary activity. The holiday or visit being their prime motivational
reason for travel. Tourism sports has been virtually ignored in the literature yet
comprises a very important aspect of tourism and sport. Again this can be broken
down into two distinct categories:

Hard Definition

Here one can distinguish between holidaymakers where the sporting element acts
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as a secondary enrichment to their holiday (passive or active). Competitive or

non-competitive sport may be applied, examples of which can be found in holidays
such as Butlins and Centre Parcs. This category fits the hard definition of tourism
sports because whilst the holiday is their primary motivation to travel, they will also
expect to participate in some sport. Therefore sport will act as a secondary reinforce-
ment to their vacation.

Soft Definition

A soft definition of tourism sport involves visitors who as a minor part of their trip
engage in some form of sport or leisure on a purely incidental basis. For example
whilst visiting Skegness for the day they play or watch bowls or play putting on a
local park; or visitors to Cambridge who punt on the river. This is deemed “soft”
because their participation is purely incidental.
One cannot exclude from this attempt to categorise Sport and Tourism those
tourists with no interest whatsoever in sporting games. For example regular visitors
to Bath who suddenly find their week disrupted by the European Youth Olympic
Games in 1995. Similarly those local sports enthusiasts who suddenly find their
swimming pool out of use for two weeks due to some major championship. Both
these examples have important planning implications, and call for careful consider-
ation with regard to social and environmental impacts.

Implications of the model

The implications of such a model are as follows:-

(a) It provides a discussion point for the future development of this field both
academically and industrially.
(b) It stimulates an educational interest in the discussion of and development of new
programmes and degrees in Sport and tourism.
(c) From an academic perspective it stimulates the Sport and Tourism debate and
leads to a better understanding of the issues involved. A psychological and
sociological viewpoint is inherent in the model’s framework.
(d) Different motivational attitudes are implied in the model and this has
ramifications for planning future developments among academics and industry
alike.
 S po r t a n d Tourism: A Conceptual Framew ork 25

(e) It will lead to a better understanding of the consumer through further research
and delineation of individual segments of the sport tourism and tourism sport
categories.
(f) Consumers can be targeted and therefore their needs satisfied through recogni-
tion of clear sport and tourism segmentation.
(g) Industry can use the model as a starting point for future activities based on a
better understanding of the sports tourism market.

Limitations of the model

Whilst establishing a framework of Sport and Tourism it is important to recognise

a number of limitations within the model:
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(i) Obviously the model takes no account of repeat visits, age and experience over
time. These factors obviously change the topology of the sport and tourism
consumer adopting differing categories at different times.
(ii) The use of examples are only meant as an aid to understanding the model and
are dependent upon the nature of the visitor and the visit. For example “skiing”
could fit into any of the four categories, depending upon the consumers
motivations.

Conclusions

Sport and Tourism is not just about the management and operations of mega events;
it also concerns offering the consumer specific Sport and Tourism related services and
experiences (as illustrated in the model). The subject is clearly big enough to warrant
serious consideration from industry, whilst at the same time, specific enough to
sustain academic interest and development.
Encouraging a reciprocative relationship between industry and educators alike can
only help build a better understanding of Sport and Tourism, while at the same time
creating appropriately qualified personnel. Clearly, a number of issues need to be
addressed in order to better co-ordinate, market and plan sporting events, activities
and packages, in line with the changing needs and motivations of the tourist.
The consumer classification model illustrates the diversity of the Sports Tourist,
and shows them to be a new and exciting multi headed creature that needs very
special treatment and consideration from managers in both industry and education.
Sport and Tourism is here to stay, and will create enormous opportunities for many
people and organisations; the implications of which, must not be under estimated by
anyone!

References

Collins, M. and Jackson, G. 1996. The Economic Impact of a Growing Symbiosis: Sport and
Tourism. In Proceedings of the Fourth European Congress on Sport Management.
Montpelier, France.
Glyptis S A. 1991. Sport and Tourism. In Progress in Tourism Recreation and Hospitality
Management ed. C. Cooper, pp. 165–183. London: Bellhaven Press.
De Knop P. 1987. Some thoughts on the influence of sport on tourism. In Proceedings of the
International Seminar and Workshop on Outdoor Education Recreation and Sport
Tourism. pp. 38–45. Wingate Institute for Physical Education and Sport, Netanya.
 26 Gammon a n d R o bi n so n

De Knop P. 1990.Sport for all and active tourism. World Leisure and Recreation 32(3); 30–36.
Kurtzman, J. 1995. Sports Tourism Categories Revisited, Journal of Sport Tourism 2 (3); 6–11.
Kurtzman, J and Zauhar, J. 1995. Agency Reports. Tourism Sports International Council.
Annals of Tourism Research 22(3); 707–708.

Originally published in the Journal of Sport Tourism, Volume 4, Issue 3, 1997.

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