Tourism, sport and seasons: the challenges and potential of overcoming seasonality in the sport and tourism sectors

Abstract

The modern history of the tourism industry is one of rapid change and mass market development. This point, which has been stated ad infinitum in the tourism literature, demonstrates many interesting parallels with the modern development of sport. Both have been opened relatively recently to mass participation. In the process both have sought to mitigate the shackles of seasonality. One aspect of the professional development of sport has been the demise of the sport season. This article explores the changing seasonal aspect of sport and considers the implications for the tourism industry. The professional development of Rugby Union in New Zealand is used as a case study. Primary interview transcriptions are used to explore the changing relationship between sport and tourism seasonality. The authors conclude that links between sport and tourism are becoming more clearly defined. The hitherto vexing issue of tourism seasonality can be mitigated by tourism managers with careful consideration of changing sport seasons. The potential for mutually beneficial links between sport and tourism administrations is upheld.