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Sport tourism: Joint marketing — A starting point for beneficial synergies

Leisure and Tourism Consultancy and Research, 4 Trevelga, 36 Chaddesley Glen, Canford Cliffs, Poole, Dorset BH13 7PF

This paper argues that the joint marketing of sport touristic experiences is needed to enable aspirant sport tourists to access the increasingly wide range of opportunities and to engage the beneficial synergies the sport tourism relation promises. Recognised as a growing sector of the vacation tourism market, the symbiosis between sport and tourism is increasing. Yet sport tourism remains a special interest sector that attracts only a minority of the overall vacation market. The distinctive characteristics of sport tourism define the reasons and the scope for new marketing actions. The author identifies a range of tasks amenable to joint marketing initiatives in order for sport tourism to deliver its full tourism potential.

Key Words: sport tourism • sport tourism marketing • joint marketing initiatives

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