Sports tourism and visitor profile: socio-demographic differences in the experience of the Sierra Morena Rally
Keywords:
Sports tourism;, Motor sports events, Rally, Tourist, Socio-demographic profileAbstract
Sporting events serve as a strategic tool to stimulate tourism destinations and generate meaningful experiences among attendees. Several studies have highlighted the role of sociodemographic profiles in shaping perceptions, emotions, and levels of satisfaction in sports contexts. This study aims to analyze the differences in the tourist experience of the audience at the Rallye Sierra Morena based on sociodemographic variables. The research is based on a structured questionnaire administered to a sample of 292 tourists attending the 2023 edition of the event. The methodology includes non-parametric analyses using the Mann-Whitney U test and the Kruskal-Wallis H test. The results reveal statistically significant differences according to gender, age, education, occupation, and income in variables related to motivations, event evaluation, impact perception, and satisfaction. The discussion emphasizes the need to adapt the design and management of such events to diverse audiences. The study concludes that considering the sociodemographic profile is essential to optimize the visitor experience and enhance the strategic planning of sporting events.
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