"Black, black, black": the characteristics, behaviours and experiences of all black sport tourists

Abstract

This research profiles an increasingly significant segment of sport tourism - group sport tours, specifically All Black travelling supporters. Information was collected using a two-stage process, comprising a postal questionnaire to five hundred known All Black supporters, and five in-depth interviews with serial All Black sport tourists. The survey and interviews included a sports spectator identification scale, by which the respondents' differing levels of All Black team identification could be distinguished. Demographic and psychographic characteristics of All Black sport tourists were examined and their team identification levels investigated. Varying types of sport and tourism behaviour exhibited by these All Black supporters were explored. An attempt was then made to identify and refine All Black sport tourist market segments. The research included a qualitative exploration into the meaning and importance of touring on an All Black Supporters' tour from the supporters' perspective and several themes emerging from these in-depth interviews regarding All Black sport tourist leisure experiences are discussed. The findings reveal that All Black sport tourists' demographic characteristics differ significantly from the New Zealand population. Additionally, they generally exhibit very high levels of All Black team identification, and are likely to have a rugby playing history, support other levels of New Zealand rugby and have a community rugby involvement. All Black sport tourists' financial investment and preferred All Black tour types, lengths and features are revealed, as well as usual test day behaviours. Contrasting with previous research, sport tourists' test match attendance is shown to be unrelated to team identification levels. Discussion also focuses on the espoused importance of touring with the All Blacks, which is rated as one of the best life experiences of the highly identified All Black fan. The thesis concludes with suggestions for future research possibilities regarding sport tourists' leisure experiences.