The Impact of College Football Games on the Hotel Industry: A Market Comparison

The economic impact of sporting events on surrounding communities and industries has been debated for many years. The hospitality industry stands as a potential benefactor of sporting events as fans may travel to a destination and require food and lodging. Prior research finds conflicting results regarding the impact of sporting events on the lodging industry. This study leverages the extant research to construct a large-scale investigation of the prevalence of hotel spillovers from sporting events. Specifically, this study investigates the impact of Southeastern and Pac-12 conferences National Collegiate Athletic Association college football games on hotel demand. The findings show that games in smaller markets have a large impact on hotel demand, while larger markets see very little change. The results align with the literature outlining conditions for positive economic impact from sporting events. The study outlines implications for research and practitioners with regard to spillovers of sporting events on the lodging industry.