Spectator spending and satisfaction analysis in the 2017 Madrid Tennis Open according to the attendee profile

Abstract

The Madrid Tennis Open represents one of the most important clay court tournaments on both the ATP and the WTA circuits. Year after year, the tournament grows consistently with an increase in the number of spectators and the presence of the best current tennis players. As a result, it seems relevant to know the tournament’s impact in Madrid. The aim of this research was to measure the attendees' profile, their expenses during their stay in Madrid and their satisfaction and perception of different variables related to the event. A survey of 738 attendees, designed for this event, was conducted during the 10-day tournament. The majority of attendees were male and highly educated, and on average the respondents were 37 years old, had a monthly family income close to 2,500€ and attended the tournament for two days. The average expenditure amounted to 394€, amounting to 1,146€ for attendees residing abroad, who spend significantly more money than attendees residing in Madrid or in the rest of Spain. Satisfaction with the event was high, with player quality, match quality and stadium security being especially highly evaluated. More than 90% of non-resident attendees intend to return in the future and would recommend Madrid as a tourist destination. Learning about the attendees’ satisfaction and about the economic impact caused by the event will provide valuable data to the public and private agents involved in future decision-making.