In this blog post I have read the case study titled “The impact and consumption of the Australian Tennis Open” in which the author examines the history, growth and increase in jobs and revenue that the Australian Tennis Open has gone through since 1905 when it first began.
1. Explore potential reason for the strong increase in sport tourism and provide a brief explanation as to why you think it is the result of psychological, personal and environmental factors.
The Australian Tennis Open found it’s first permanent home in 1972 at Kooyong Courts which, as the sport and event grew, became too small of a venue for the event. The Victorian Government realized the missed potential that the event could grow to be because of the lack of capacity due to the small size of Kooyong Courts and decided to build a larger venue in order to expand potential attendance. In 1988 the first event was held at the newly built Melbourne Park which increased attendance by 80 percent from the previous staging at Kooyong Courts. This was a major step toward the success that the event is now being one of the four international tennis events which is known as The Grand Slam. I believe this helped the strong increase in sport tourism because it was top event for tennis fans to attend and with the new venue being in Melbourne proved the surrounding environment was very tourist friendly.
2. What are some of the potential downsides to hosting a hallmark sport event?
Some potential downsides for hosting a hallmark sport event start with the public that are in the area for reasons other than the event. The 521,691 patrons that attended the event in 2004 was the fifth consecutive year that the event attendance had exceeded 500,000 which 40% being from outside Melbourne. In a city congestion is already an issue and the additional 200,000 from outside the area all trying to get to the same place causes major issues such as traffic, crowded streets, crowded public transport, lack of accommodation, rubbish and the possibility of riots and increase in crime and violence.
3. Are the psychological, personal and environmental factors the same for a decision to attend the Australian Tennis Open vs participating in the Gold Coast Airport Marathon? What are some of the Differences?
The decision to attend the Australian Tennis Open vs participating in the Gold Coast Airport Marathon is a very different decision when looking at the factors that would push someone to do either. The environmental factors of both is similar in the way that there are no requirements for someone to do either meaning anyone who wishes to do either one can. The differences lie mostly in the psychological and personal factors when making the decision. The extrinsic and intrinsic factors for participating in the Gold Coast Airport Marathon are much different than attending the Australian Tennis Open. In the marathon a participant will get a medal and possibly some paraphernalia for completing it which is a personal factor to participating where as attending the Australian Tennis Open does not have that sort of reward. Someone may also do the marathon for psychological factors such as feeling better about their health or contributing to a good cause where as someone attending the Australian Tennis Open could be going for enjoyment of the sport.
4. When a new professional sport team or hallmark event enters the market, how does this change the sport consumption decision making process?
When a new sport team or hallmark event enters the market the decision making process could be changed because it is a new addition to an already established market. Human consumption is programed to be intrigued by new and improved things because people want to be part of a new revolution. This creates a new factor for the consumer when considering a new hallmark event because the technology and presentation of the new event is usually innovative and interesting. When a new sport team comes into the market people want to be a part of the new growing sport team.
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