Abstract

This study aims to examine sports tourists’ characteristics, motivations and experiences associated with the final leg of the inaugural International Sailing Federation World Cup Series, during the first year of the new Olympic cycle, in the build up to the London 2012 Olympic and Paralympic Games. Through a mixed methods approach, utilising a questionnaire survey and laddering interviews, the study focuses on addressing the experiences attendees had at the event, satisfaction and retention. Preliminary findings of the research indicate high levels of satisfaction of attendees and future attendee retention. With regard to event experiences the key findings identify the importance of the experience space and the associated interactions between the event organisers and the sport tourists.