Leveraging rural horse racing events for local development: Examining repeat visitation and social value

Abstract

Rural events generate numerous socio-economic benefits for communities and contribute to local economic growth and development. However, to fully realise these benefits, systematic and strategic leveraging should be prioritised in event planning and management. This study aimed to assess the potential of rural sporting events to serve as vehicles for local development. A positivist research paradigm was employed, and quantitative research methods were applied to collect questionnaire surveys (n=248) from event attendees at a rural horse racing festival. The IBM SPSS software was used to analyse the data. Key findings revealed that the annual event attracts many repeat visitors, whose main motivations for attendance are the horse race, the fashion show, and socialising. The event was viewed as a crucial tool for job creation, attracting investors and boosting the economy, thus revitalising the small rural town in which it is hosted. The local government is challenged to harness these benefits by developing a strategy to optimise them.