Athletes' and spectators' expenditures during a medium-sized sport event: the case study of the Italian National University Sport Championship.

Abstract

Introduction: The present study investigates the economic impact of the 2022 Italian National University Sport Championship (CNU), held in Cassino, Italy, with particular emphasis on the spending patterns of athletes, technical staff, and spectators.

Methods: A cross-sectional survey was employed during the event to collect data from 963 participants, separated into two different groups: athletes/staff (Group A), and spectators (Group B). The survey addressed participants' spending patterns, satisfaction levels, and event experiences. The DEC (Direct Economic Impact Calculator) tool was employed to estimate the total economic contributions, while further analyses explored the differences in spending according to participant satisfaction and attributes.

Results: The total direct economic impact of the event was estimated at €1,323,572, including €50,000 in organizer expenditures, which contributed to the support of 22 local jobs. Non-local spectators had a notable economic impact, with an average daily expenditure of €223, compared to €124 by athletes and staff. Satisfaction with public transport, the possibility to purchase local products, and positive interactions with the staff working at the event are among the key factors positively influencing spending. In contrast, engagement in ceremonial activities and feelings of nervousness were associated with lower spending levels.

Discussion: These results underscore the significant economic influence of medium-sized sports events on local economies, highlighting the importance of improving visitor experiences to maximize economic benefits. The findings offer significant implications for event organizers and policymakers who seek to enhance the economic and social outcomes associated with these events.