Abstract
This work identifies important influencing factors that affect event visitor behaviour in and beyond event zones, utilising a four-year, mixed-method, longitudinal study (n=6212) of the Cambridge Half Marathon (2017–2020). We counter a commonly held view that visitors naturally spill out into local cultural and business precincts, arguing that event zones represent cities within cities that spatially segregate visitors from the host destination; only 7% of the sample engaged in longer and deeper cultural stays. Quantitative data reveals statistically significant demographic and tripographic factors that increase the likelihood of visitors venturing beyond the event zone, whilst qualitative data reveals the behavioural and organisational factors that encourage or discourage engagement. Managerial tactics and strategies for encouraging visitors to venture beyond event zones, across host destinations, to optimise local economic benefits across the host destination are presented.
•Event zones are conceptualised as cities within cities that spatially segregates visitors.•Determinants of event visitor behaviour in and beyond event zones identified.•Quantitative and qualitative analysis reveal complex factors influencing behaviour.•Counters assumption that visitors naturally spill out beyond the event zone.•Presents tactics and strategies to nudge visitors beyond event zones, across the host destination.