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APreliminaryInvestigationofNFLGamesandSelf-DriveTourism:MarketingOpportunitiesforAccommodationProvidersSusanLeeTaylorMarilynYoungABSTRACT.ThisarticleaddressesthethesisthatthepresenceofanNFLteaminamarketareacreatesauniqueself-drive(i.e.,travelbycar)tourismopportunity.Eventhoughtheimpactofthepresenceofoneormoreprofessionalsportsteamsinacommunityhasbeenrepeatedlystudied,theresearchtodatehasnotlookedspecificallyattheimpactonanyoneindustry,orexaminedtheextenttowhichtheself-drivesportsfanpresentsmarketingopportunitiesforthehostcommunities.ThepurposeofthisstudyistoaddressthesetwogapsintheresearchbyinvestigatingtheimpactofanNFLteam’splaydatesonlodgingindustryrevenue(i.e.,occupancypercentage,averagedailyrate,revenueperavailableroomandtotaldollarimpact)inthemarketareaandtodiscussSusanLeeTaylorisanAssociateProfessorofMarketingintheCollegeofBusinessAdministrationatBelmontUniversity,Nashville,TN.MarilynYoungisanAssistantProfessorofAccountingintheCollegeofBusinessAdministrationatBelmontUniversity,Nashville,TN.AddresscorrespondencetoSusanLeeTaylor,CollegeofBusinessAdministration,BelmontUniversity,1900BelmontBlvd.,Nashville,TN37212(E-mail:taylorsu@mail.belmont.edu).Acknowledgements:TheauthorswouldliketoexpressappreciationtoSmithTravelResearch(STR)forprovidingthedataforthestudyandtakingthetimetoexplainthedatacollectionprocess.SpecialthanksalsogotoMargotDermodyformakingthecon-tactwithSTRandsecuringthedata.InternationalJournalofHospitality&TourismAdministration,Vol.6(3)2005Availableonlineathttp://www.haworthpress.com/web/IJHTA©2005byTheHaworthPress,Inc.Allrightsreserved.doi:10.1300/J149v06n03_0447destinationmarketingstrategiestoincreaselodgingrevenuesbytargetingtheself-driveNFLfan.[ArticlecopiesavailableforafeefromTheHaworthDocumentDeliveryService:1-800-HAWORTH.E-mailaddress:<docdelivery@haworthpress.com>Website:http://www.HaworthPress.com©2005byTheHaworthPress,Inc.Allrightsreserved.]KEYWORDS.Sporttourism,lodging,destinationmarketing,NFL,eventmarketing,self-drivetourismINTRODUCTIONTh
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