Analyzing the Suitability of the Strategic Economic Leverage Developed in Non‐Mega‐Sport Tourism Events to the Spectator Profile

Abstract

To maximize the economic benefits, a priori, the destination’s strategic objectives must be defined, and the design of actions to achieve them through the event must be planned, implemented, and analyzed. Therefore, this investigation aimed to analyze the strategic economic leverage developed for two international open water events considering the profile of their nonresident spectators (NRS). This study adopted a mixed research methodology, performing a qualitative and quantitative analysis. Data collection combined documental research, direct observation, semistructured interviews, and questionnaires. The actions implemented in the events covered the short- and long-term economic strategic objectives. Yet, none of the events’ attributes was associated with NRS’ city recommendation. Additionally, accommodation and food/beverage categories concentrated most of NRS??? expenditures. To activate NRS’ spending in entertainment and local commerce, more creativity is needed than the simple distribution of tourist services information. Also, strategic economic leverage should design actions to increase local companies networking, and develop programs to extend the spectators’ stay through a bundling approach, amplifying the activation of the local resources. This study combined the organizational perspective of strategic economic leverage and the profile of NRS, allowing a more comprehensive knowledge to create strategies consistent with the specificities of NRS’ consumption.