1. ‘The Economic Impact Connacht Rugby
has on Galway City’
Author Name: Jason Finn (A00216156)
Research Supervisor: Marc Cashin
This research project was submitted to the Business School at
Athlone Institute of Technology in partial fulfilment of the
requirements set out in the Master of Business course outline
Submitted: 24th
of August 2015
Word Count: 17,075

2. Declaration Sheet
Athlone Institute of Technology
Business School
Examination for the Research Thesis – Master of Business
Student Name: Jason Finn (A00216156)
Certificate of student in respect to an individual’s work:
I have read the Institute‟s code of practice on plagiarism. I hereby certify that this material,
which I now submit for assessment on the programme of Master of Business, is the result of
my individual effort and that content from all sources - including but not limited to, books,
journal articles, reports, conference proceedings, websites, newspapers, magazines, sound
recordings, film, TV & video recordings and private correspondence - has been appropriately
acknowledged using the Harvard System of referencing. I understand that plagiarism of any
kind is strictly forbidden and constitutes a serious breach of examination
regulations. Falsification of data in any way is strictly prohibited and constitutes a serious
breach of examination regulations.
Signed: ________________________________________________
Date: __________________________________________________
Certificate of Tutor responsible:
I am satisfied that this work is the result of the student‟s own effort.
Signed: ____________________________________________
Date _____________________________________________

3. Permission to Lend
I agree that Athlone Institute of Technology Library may lend or copy this dissertation upon
request.
Name: Jason Finn
Number: A00216156
Signed: ________________________________________________
Date: __________________________________________________

4. Acknowledgements
I would like to take this opportunity to articulate my appreciation to the following people for
their continued support and reassurance during the time it took to complete this research
thesis:
I would like to express my deepest gratitude to my thesis supervisor Marc Cashin for his
patience, feedback, encouragement and continued guidance throughout this process. Without
Mr Cashin I would have not achieved my goal in completing this document to the best
possible standard. In addition, I would also like to thank my research lecturer Vincent O‟
Connor who also assisted me in my research.
Many thanks to the library staff in Athlone Institute of Technology for making the relevant
literature easily accessible throughout the year. The research skills I have acquired through
their assistance will prove to be beneficial in my future endeavours.
I would like to collectively thank each of the participants who obliged me by taking part in
my primary research which has significantly contributed to my study.
Finally, a special thanks to my family, friends and classmates for believing in me and giving
me the appropriate support and motivation throughout the year.

5. Table of Contents
Chapter One: Introduction ......................................................................................................................1
1.1 Introduction...................................................................................................................................1
1.2 Background...................................................................................................................................1
1.3 Rationale for Undertaking this Research ......................................................................................2
1.4 Research Question and Objectives................................................................................................2
1.4.1 Research Question..................................................................................................................2
1.4.2 Research Objectives...............................................................................................................2
1.5 Structure........................................................................................................................................2
1.5.1 Chapter One – Introduction....................................................................................................3
1.5.2 Chapter Two – Literature Review..........................................................................................3
1.5.3 Chapter Three – Research Methodology................................................................................3
1.5.4 Chapter Four – Analysis of Findings .....................................................................................3
1.5.5 Chapter Five – Discussion of Findings..................................................................................3
1.5.6 Chapter Six – Conclusion ......................................................................................................4
1.6 Conclusion ....................................................................................................................................4
Chapter Two: Literature Review.............................................................................................................6
2.1 Introduction...................................................................................................................................6
2.2 Methods.........................................................................................................................................6
2.3 Defining Sport...............................................................................................................................7
2.4 Defining the Economy and Economic Growth.............................................................................7
2.5 Irish Government Investment in Sport..........................................................................................7
2.6 Employment Levels in the Irish Sports Industry...........................................................................8
2.7 Economic Importance of Sport in Northern Ireland .....................................................................9
2.8 Economic Impact of the 2014 World Cup in Brazil ...................................................................10
2.9 Economic Impact of the 2012 London Olympics .......................................................................11
2.10 Economic Impact of Irish Sports Events Nationwide 2012......................................................12
2.11 Economic Impact of the 2009 Heineken Cup Quarter Final in Limerick .................................13
2.12 Economic Impact of the Great Limerick Run...........................................................................13
2.13 The Growth of Connacht Rugby...............................................................................................14
2.14 Conclusion ................................................................................................................................16
Chapter Three: Research Methodology ................................................................................................18
3.1 Introduction.................................................................................................................................18
3.2 Research Purpose........................................................................................................................18
3.3 Research Philosophy...................................................................................................................18

6. 3.4 Research Approach.....................................................................................................................19
3.5 Research Strategy........................................................................................................................19
3.5.1 Mixed Method Strategy .......................................................................................................20
3.6 Research Design..........................................................................................................................20
3.7 Secondary Research....................................................................................................................20
3.7.1 Secondary Research Sources ...............................................................................................20
3.8 Primary Research........................................................................................................................21
3.8.1 Quantitative Research ..........................................................................................................21
3.8.2 Qualitative Research ............................................................................................................22
3.9 Data Collection Methods ............................................................................................................22
3.10 Research Techniques ................................................................................................................23
3.11 Questionnaires...........................................................................................................................23
3.11.1 Questionnaire Design.........................................................................................................24
3.11.2 Questionnaire Distribution.................................................................................................25
3.11.3 Questionnaire Advantages & Disadvantages.....................................................................25
3.11.4 Questionnaire Pilot Testing...........................................................................................26
3.11.5 Questionnaire Sampling.....................................................................................................27
3.12 Interview ...................................................................................................................................27
3.12.1 Interview Design................................................................................................................28
3.12.2 Advantages & Disadvantages of Interviews ......................................................................29
3.13 Data Analysis............................................................................................................................30
3.14 Validity of Data.........................................................................................................................30
3.15 Reliability of Data.....................................................................................................................31
3.16 Ethical Considerations ..............................................................................................................31
3.18 Limitations................................................................................................................................32
3.19 Conclusion ................................................................................................................................32
Chapter Four: Analysis of Findings......................................................................................................35
4.1 Introduction.................................................................................................................................35
4.2 Research Objectives....................................................................................................................35
4.3 Quantitative Research.................................................................................................................36
4.3.1 Profile of responding Sportsgrounds attendees....................................................................36
4.3.2 Questionnaire Results ..........................................................................................................37
4.4 Qualitative Research...................................................................................................................45
4.4.1 Interviewee Profile...............................................................................................................45
4.4.2 Interview Objectives ............................................................................................................45

7. 4.5 Conclusion ..................................................................................................................................48
Chapter Five - Discussion.....................................................................................................................50
5.1 Introduction.................................................................................................................................50
5.2 Research Aim..............................................................................................................................50
5.3 Research Objectives....................................................................................................................50
5.3.1 Research Objective One.......................................................................................................50
5.3.2 Research Objective Two:.....................................................................................................51
5.3.3 Research Objective Three:...................................................................................................52
5.4 Conclusion ..................................................................................................................................53
Chapter Six – Conclusion .....................................................................................................................55
6.1 Introduction.................................................................................................................................55
6.2 Research Conclusions.................................................................................................................55
6.3 Recommendations.......................................................................................................................57
6.4 Recommendations for Areas of Future Research........................................................................58
6.5 Research Project Limitations ......................................................................................................59
6.6 Personal Reflection.....................................................................................................................60
List of References .................................................................................................................................63

8. List of Figures
2.1: Sport Related Employment in the North of Ireland in 2008
4.1: What gender are you?
4.2: What age are you?
4.3: What is your occupation?
4.4: Where do you live?
4.5: How often do you attend Connacht Rugby games in Galway City?
4.6: How much do you spend, on average, when attending a Connacht Rugby game in
Galway City (e.g. accommodation, food, drink etc.)?
4.7: If you require accommodation, how many nights would you stay in Galway City
when attending a Connacht Rugby game?
4.8: How much do you budget yourself to spend on food whilst being in Galway City?
4.9: How much do you budget yourself to spend on drink whilst being in Galway City?
4.10: How much do you budget yourself to spend on accommodation whilst being in
Galway City?
4.11: How much do you budget yourself to spend on other expenses whilst being in Galway
City?
4.12: What transport services have you used in getting to the Sportsgrounds in Galway
City?
4.13: Would you attend a Connacht Rugby game in Galway City again?

9. List of Appendices
Appendix One: Questionnaire for Connacht Rugby‟s Home Ground – Sportsgrounds
Appendix Two: Interview Transcript - Willie Ruane (CEO Connacht Rugby)
Appendix Three: Participant Information Sheet
Appendix Four: Interview Participant Consent Form

10. Executive Summary
The economic benefits of large sporting events are notoriously difficult to accurately assess
and are often exaggerated. This is due to governments, Ireland‟s included, attempting to gain
support from taxpayers for what could otherwise be considered an expensive exercise in
national pride. Understanding the important contribution sport has to the economy is often
hard to acknowledge. It is essential that we understand fully the potential benefits of
increased investment in sport.
The main aim of this study is to address the impact Connacht Rugby has on Galway City. In
doing this, the author also investigated how much the Irish Government is investing in sport
and sport related activities in Ireland. The author also did research into how other major
sporting events have had an economic impact on cities in previous years.
The author gathered information regarding these objectives through secondary and primary
research. This involved researching relevant literature and conducting a questionnaire which
was distributed to a 100 supporters on five different match days in Connacht Rugby‟s home
ground, The Sportsgrounds. It also involved a semi-structured interview with Willie Ruane,
CEO of Connacht Rugby.
Some of the main findings from the primary research were that 47% of supporters attending
Connacht games came quite often or frequently whilst the other 53% was their first time in
the Sportsgrounds or that they came here not too often. Of these, 52% of the supporters
questioned said they intended to spend over €100 with 18% of this spending more than €200
when attending a match day in Galway City. 42% of these supporters also stayed a minimum
of one night in Galway City with 12% requiring two nights and the remaining 6% requiring
three nights‟ accommodation. 94% of the respondents said they would attend a Connacht
Rugby game again.
Mr Ruane also confirms that approximately €13 million has been pumped into Galway City
as a result of Connacht Rugby with visitor-related spends at €2.3m last year. This is expected
to increase as Connacht has plans in place to possibly move stadium or re-develop their home
ground to a bigger capacity.

11. These results along with findings from conducting research within existing literature relevant
to the topic area enabled the author to identify the economic impacts sport and in particular
Connacht Rugby, has on a city. The primary findings which were gathered proved conclusive
as the questionnaires along with the semi-structured interview, provided the author with the
evidence to say Connacht Rugby has a positive economic impact on Galway City.

12. INTRODUCTION

13. 1
Chapter One: Introduction
1.1 Introduction
This introductory chapter has been compiled in order to provide a preface to the research and
to set the scene for the reader. It will provide a background to the research and outline the
research aims and objectives and the rationale for undertaking this research. Furthermore, this
section of the dissertation will provide the reader with an understanding of the data collection
location. Finally, this chapter will outline a roadmap to the completion of the research
project.
1.2 Background
Connacht Rugby is one of the four professional provincial rugby teams from the island of
Ireland. Connacht competes in the Pro12 League and the Rugby Challenge Cup. The team
represents the IRFU Connacht Branch, which is one of four primary branches of the IRFU,
and is responsible for the rugby union throughout the geographical Irish province of
Connacht.
Connacht plays its home games at the Galway Sportsgrounds, which normally holds 7,500
spectators, though is expandable to 9,500 for important games. Connacht plays in a
predominantly green and black jersey, black shorts and green and black socks. The Connacht
Rugby crest is a modified version of the provincial flag of Connacht and consists of a
dimidiated eagle and an arm wielding a sword.
With only 7% of the total number of Irish rugby union players, Connacht has a much smaller
base of players to choose from than the other three provinces due in part to its small
population and the relative popularity of Gaelic Athletic Association. However, rugby union
in Connacht has expanded, with increased ticket sales, in particular since its first season
competing in the Heineken Cup. Through the work of the Connacht Branch and the support
of the IRFU, the province has experienced growth and increasing its underage and schools
participation through initiatives such as the 'Grassroots to Green shirts' campaign. The
Connacht Eagles, a developmental side, have featured in the semi-professional British and
Irish Cup the last number of years.

14. 2
Connacht Rugby has become a dominant sporting image in Galway City. “During my time
volunteering with the club, I noticed that Galway City had been turned into a vibrant city in
the last number of years due to Connacht‟s fan base becoming bigger.” (Fallon, 2013)
1.3 Rationale for Undertaking this Research
This study will investigate and provide a thorough examination on the Economic Impact of
Connacht Rugby in Galway City. This is the prominent source of inspiration throughout the
duration of this postgraduate dissertation which the author intends to intensely scrutinize.
Foremost, the author has chosen to investigate this specific subject due to his lifelong interest
in the matter as well as being a topic which is frequently discussed in conjunction with the
author‟s college course.
The outlined topic is of immense importance to the Irish population as well as being an
extremely sensitive subject due to the controversial government cutbacks for core sports in
the 2013 November budget. Based on this observation, the author would like to gain a better
insight into how sports tourists are diverse and have different needs, desires, motivations and
expectations.
1.4 Research Question and Objectives
1.4.1 Research Question
The aim of this study is to thoroughly investigate The Economic Effect Connacht Rugby
Has on Galway City.
1.4.2 Research Objectives
In order to answer the research question the author must analyse the following objectives:
1. What is the Irish Government investment in sport and sport related activities in Ireland?
2. What impact has major sporting events had on the economy in previous years?
3. What effect Connacht Rugby has on the region of Galway City?
1.5 Structure
This dissertation is structured in accordance with the guidelines as set out in the Athlone
Institute of Technology Masters of Business Studies Manual. The dissertation has been
divided into six chapters as outlined below. These chapters include:

15. 3
1.5.1 Chapter One – Introduction
The author will introduce the research aim and objectives for this study and provide a
rationale as to why the author selected to carry out an evaluation of The Economic Effect
Connacht Rugby Has on Galway City.
1.5.2 Chapter Two – Literature Review
This chapter will focus on a summarisation piece of writing obtained by means of research
and studying literature from various authors on research topics. It will focus on literature
relating to the economic impact sport has on an economy and will provide a context and
background for the focus of this research topic.
1.5.3 Chapter Three – Research Methodology
The third chapter of this dissertation, the research methodology, is primarily focused upon
how the author plans, conducts and analyses primary research. Approaches, strategies and
philosophies that are utilised within this research are examined, justified and critiqued.
Additionally, alternative approaches that may have been applied to this research are
evaluated. This chapter addresses limitations that exist within the research and also ethical
considerations.
1.5.4 Chapter Four – Analysis of Findings
The analysis of findings chapter presents the findings which were identified through
conducting primary research. The author will present and analyse the data gathered from
questionnaires and interviews conducted. The primary findings will address each of the
research objectives and in turn the data from each objective will address the research
question.
1.5.5 Chapter Five – Discussion of Findings
The author will be combing the discussion of findings chapter with the analysis of findings
chapter in order to provide the reader with a better analysis and discussion. This chapter will
link the primary and secondary data from the literature in order to examine if the primary
findings support, contradict, or add to the secondary data findings discussed in chapter two.

16. 4
1.5.6 Chapter Six – Conclusion
This final chapter will present the findings after conducting this research, and will state
whether the author believes the aim and objectives have been satisfied. Possible future
research projects as a follow up to the research identified in this thesis will also be outlined.
This chapter will conclude with a personal reflection of the research process and identify any
changes that the author would make if the research project was to be repeated.
1.6 Conclusion
This opening section has successfully entailed a summarised version of the chapters which
the reader can expect to encounter throughout the dissertation. A meticulous introduction was
also constructed which discussed the title of the study. The next chapter will review the
literature which the author has analysed from the relevant secondary resources. The literature
necessitated for this chapter is comprised of a catalogue of comprehensive headings which
will subsequently answer the predominant aim of this study.

17. 5
LITERATURE
REVIEW

18. 6
Chapter Two: Literature Review
2.1 Introduction
A literature review is a critical, in-depth evaluation of research already undertaken on a
specific topic. It enables an author to demonstrate their ability to identify relevant work and
outline existing knowledge. A literature review should identify niches for future study and
allow the author to establish more detailed and defined objectives for their own research
(University College Dublin, 2011).
The aim of the literature review chapter is to examine, discuss and critically evaluate existing
literature that is relevant to the research objectives. The literature review will offer an
overview of the significant and relevant information on this topic.
The underlying principle of the following chapter is to conduct a critical review of the
existing research and literature on the subject of the economic impact of sport and/or sport
events. There has been a multitude of empirical research carried out on the general area of
economic impacts of sport to date but the approach the author has decided to investigate has
received less exploration due to its Irish context
2.2 Methods
The literature review was conducted using a number of different secondary research methods.
These methods included:
 The resources at the Goldsmith Library at Athlone Institute of Technology which were
accessed both online and in person.
 Books and Journal Articles
 Online journals and Newspaper articles
Furthermore, the content of the literature review is relevant, recent and has been published
internationally by leading experts within their respective fields. A combination of Google
Scholar and access to databases through the Athlone Institute of Technology proved to be
valuable assets as they provided access to national and international literature.

19. 7
2.3 Defining Sport
Throughout time, authors who have examined the true meaning of sport have always had
difficulty when defining the subject. However, Oxford Dictionaries define sport as “an
activity involving physical exertion and skill in which an individual or team competes against
another or others for entertainment”. (Oxford Dictionaries, 2015).
The Federation of Irish Sport further eludes that sport consists of various attributes which
include competition, performance, activity, recreation, friendship, fun, drama, and passion.
Although sport is primarily viewed as being located somewhere in the above categories, the
sporting industry should not be taken for granted as it is also an intensive business which
substantially impacts our economy. (Federation of Irish Sport, 2013).
2.4 Defining the Economy and Economic Growth
Cambridge English Dictionaries (2013) define the economy as being “the system of trade and
industry by which the wealth of a country is made and used”.
The Encyclopedia Britannica (2012) defines economic growth as being “the process by
which a nation‟s wealth increases over time. Although the term is often used in discussions
of short-term economic performance, in the context of economic theory it generally refers to
an increase in wealth over an extended period. Growth can best be described as a process of
transformation. Whether one examines an economy that is already modern and
industrialized or an economy at an earlier stage of development, one finds that the process of
growth is uneven and unbalanced”.
Throughout the 1990‟s Ireland‟s booming economy was viewed as a shining example by the
rest of the world due to the economic growth rising at an unprecedented rate. However, this
slowed down between the 00‟s and when the world‟s economy went into a full-scale financial
crisis in 2008, the Irish economy was more vulnerable than most and arguably effected the
worst. The demise of the Irish economy has been truly remarkable with the country still in a
continuous financial struggle. (Kennelly and Thornton et al., 2012, p. 1215)
2.5 Irish Government Investment in Sport
On numerous levels government investment contributes substantially in supporting and
sustaining the wider economic benefits of sport. The Irish government frequently generates a

20. 8
significant return on investment and expenditure arising from sport related activities. For
every €100 of government expenditure in sport it returns approximately €149 in the form of
taxes and various other sports related income. (Indecon International Economic Consultants,
2010). The Federation of Irish Sport (2012) clarified that in 2012 the current party in
Government i.e. Fine Gael and Labour have invested approximately €80 million directly into
Irish Sport which has contributed to somewhere in the region of €2.4 billion to the national
economy.
However, according to the Irish Times (2013) the future does not look so bright for Irish
sports. The article exclaims that the Federation of Irish Sport (2013) have labeled an
estimated €3.1 million planned decrease in sports funding for 2014 as “grim” following a 25
percent reduction over the last five years. In response, the CEO of the Irish Federation of
Sport Sarah O‟ Connor was quoted as saying “Sport is still seen a very sound investment in
most other countries, and what makes it all so frustrating is that Irish sport has worked very,
very hard to get up to the level of other countries in recent years, only to have that cut back.”
(Irish Times, 2013).
In accordance to the Federation of Irish Sports (2013) the Irish government should adapt a
similar policy to their European counterparts, Finland, who have implemented guidelines to
the Finnish sports authorities vowing that “making cuts to sport services in the current
challenging municipal economy will rebound – the bill for increased inactivity will fall due,
with interest, some years later.” A related policy has also been introduced by the Lithuanian
Presidency of the EU prioritising sport affirming that it “intends to put forward proposals for
adoption relating to sport as an impetus for economic growth and employment”.
2.6 Employment Levels in the Irish Sports Industry
Sport is generally treated as a hobby or a leisure time activity which may be characterized
under the following range of elements; fun, friendship, performance and passion. However,
in recent years a trend has emerged where sport has become as equally as important as a
source of income. (Chadwick & Arthur, 2008).
Sport and sport related activities have become a fundamental intensive business nationwide
with 2% of Ireland‟s workforce currently employed in a sport-related area, amounting to an
estimated 40,000 jobs throughout the country. Sports employment in areas such as the

21. 9
National Governing Bodies (NGB‟s) is also growing with a prime example being the Gaelic
Athletic Association (GAA). Currently, the GAA employ three hundred and thirteen people
in their Games Development Department in comparison to 1991 where the exact same
department had a workforce of twenty (an increase in employment of 97%) In addition, the
voluntary sector in the sports industry is continuing to increase employing 8,826 volunteers
across the country. (Federation of Irish Sport; Pre Budget Submission on Behalf of Irish
Sport 2013).
2.7 Economic Importance of Sport in Northern Ireland
In a report carried out by Sport Industry Research Centre at Sheffield Hallam University
(2008) regarding the economic importance of sport in the north of Ireland, the Ulster
province had not yet been significantly impacted by the global recession which was affecting
the rest of the country. This was largely due to sport related activity in the region. In fact, the
report states that sport related activity adds an estimated £638.6m to the North‟s booming
economy which was an increase of £116.6m from the previous report in 2004. The detailed
report illustrates that there are 17,900 people employed in sport and sport associated
industries across the commercial, voluntary and public sectors. The aforementioned 17,900
citizens employed in the North‟s sports industry accounts for 2.3% of all employment in the
region representing a 12% increase in sports related employment since 2004.
Figure 2.1: Sport Related Employment in the North of Ireland in 2008
70%
18%
12%
Sport Related Employment in the North of Ireland in 2008
Commercial
Sector
Voluntary Sector
Public Sector

22. 10
In addition, the value of sport-related consumer expenditure in the North of Ireland was £688
million in 2008, showing an increase of 54% since 2004. Based on family expenditure,
sports clothing and footwear accounted for £175 million or 25% of the market in 2008 while
participation subscriptions and fees accounted for £144 million or 21% of the market. Sport
gambling accounted for £130 million and TV rental, cable and satellite subscriptions reached
£71 million. Weekly household expenditure on participant sports in the North of Ireland
increased from £2.6 in 2004 to £4 in 2008, demonstrating an increase of 56%. (Sheffield
Hallam University, 2008).
2.8 Economic Impact of the 2014 World Cup in Brazil
A report carried out by Ernst & Young Terco (2014), measured the economic contribution of
the 2014 World Cup on the economy in Brazil. The report goes through social and economic
impacts that the World Cup will bring to Brazil. Below are some of the findings from the
report:
 The tournament brought an additional R$112.79 billion to the Brazilian economy, with
indirect and induced effects being produced thereafter. In total, an additional R$ 142.39
billion will flow in the country from 2010 to 2014
 The job creation estimated by the study primarily refers to temporary jobs only (positions to
be held for one year). There was a generation of 3.63 million jobs/year and R$ 63.48 billion
of income for the population, which inevitably impacted the domestic consumer market.
 The exact distribution of this number of jobs/year over the period 2010- 2014 depended on an
accurate schedule of implementation of construction work and efforts. The sectors mostly
benefited from the World Cup were construction, food and beverage, business services,
utilities (electricity, gas, water, sanitation and urban cleaning) and information services.
Together, all these areas increased output by R$ 50.18 billion. Civil construction generated an
additional R$ 8.14 billion in the period 2010-2014. Total output from this segment for 2010
was estimated to be at R$ 144.6 billion.
 The World Cup‟s direct impact on the Brazilian Gross Domestic Product (GDP) was
estimated at R$ 64.5 billion for the period 2010-2014 – an amount equivalent to 2.17% of
estimated GDP for 2010, namely R$ 2.9 trillion
 The event resulted in an increase of up to 79% in the international tourist inflow to Brazil in
2014, with even possibly higher impacts in subsequent years. In the period 2010-2014, that
figure was as high as 2.98 million additional visitors. The tourist inflow directly and

23. 11
indirectly induced by the World Cup is expected to account for additional income up to R$
5.94 billion for Brazilian companies. (Ernst & Young Terco, 2014)
2.9 Economic Impact of the 2012 London Olympics
A report carried out by Oxford Economics (2012), measured the economic contribution of the
London 2012 Olympic and Paralympic Games on the UK economy. It concentrates on the
period from the awarding of the 2012 Olympics to London in 2005 to five years after the
Olympics in 2017. The report also demonstrates that any effects that are longer-lasting have
been identified too.
The London Olympics had quite a significant part on the UK economy and its nations and
regions between July 2005 and July 2017. Below are some of the findings from the report:
 It is estimated that the 2012 Olympics will support a £16.5 billion (2012 prices) contribution
to UK GDP spread over 12 years. Of this, 82% is expected to result from the pre-games and
legacy construction activity, 12% from tourism and 6% from the expenditure required to
stage the Olympics.
 Of the GDP supported by the 2012 Olympics, 70% is estimated to be generated prior to and
during the Olympics, with the remaining 30% expected to occur as part of its legacy.
 Of the total GDP supported, 41% is expected to occur in London; 9% in the South East; 7%
in the North West; 6% in the East of England, Scotland, West Midlands, Yorkshire & the
Humber and the South West; and 5% in the East Midlands.
 Between the awarding of the Olympics and five years after the closing ceremony, it is
estimated that the 2012 Olympics will support the equivalent of 354,000 years of
employment (construction work will support 78% and tourism 15%).
 Of the additional expenditure associated with the construction of the 2012 Olympics and its
legacy, the budget for hosting all the events and the extra tourist spend, 52% is estimated to
be received by Small and Medium Sized Enterprises.
The 2012 London Olympics also had some substantial tourism impacts, which were
distributed widely among the UK‟s 12 nations and regions. Below are some of the findings
from the report:

24. 12
 The 2012 Games will attract 16,500 athletes, 4,000 technical officials, 4,000 Olympic
movement officials and 21,000 accredited members of the media. Most of these will come
from abroad. Foreign residents are estimated to have 1.2 million tickets.
 The 2012 Games are estimated to generate a net increase in tourist visits of 10.8 million
between 2005 and 2017.
 It is estimated to be a significant boost in foreign tourist visits in the years after the Games.
This extra tourist expenditure will generate a £2 billion contribution to GDP and support the
equivalent of over 61,000 additional years of employment between 2005 and 2017
 While London will receive the majority of these benefits, all of the UK‟s nations and regions
gain with the equivalent of 41,000 years of employment supported outside of the capital.
 Just under half of the GDP impact of £2 billion from tourism will occur in the years after the
Games have closed. (Oxford Economics, 2012)
2.10 Economic Impact of Irish Sports Events Nationwide 2012
O‟ Connor (2012) exclaimed “Irish Sport is about much more than just the sport itself. Sport
delivers a rich dividend for Ireland in terms of its impact on our economy, on our health, our
self-image, our reputation abroad, tourism and our community spirit at home”.
Minister Varadkar (2013) elucidated further that sport has the power to lift an individual‟s
spirit in a way that no other sector can while making a significant contribution to the
country‟s economy. The following is an assessment of various sporting events which
significantly impacted the economy in 2012 as outlined in the Federation of Irish Sports
Annual Review (2012):
 American Football Game - U.S. Navy v Notre Dame: This historical occasion held in the
Aviva Stadium Dublin attracted the largest number of Americans to ever travel to a sporting
fixture outside of the U.S. Figures indicate that the event was worth in excess of €100
million to the economy.
 Volvo Ocean Race: The world‟s most prestigious offshore race festival was held in the Race
Village and the Global Village Galway offering top-class entertainment to visitors from all
over the world. The racing festival had an economic impact of €100 million which was
instrumental for driving revenue in the Irish economy.
 Dragon Gold Cup Sailing Championships: €171,000 was spent by competitors who competed
in the prolific sailing tournament held off the shores of Kinsale, Co. Cork.

25. 13
 GIFT (Series of American Football Games): Twelve high school and college American
football teams travelled from the U.S and Canada to Dublin and Navan Co. Meath to play a
series of games in Donnybrook Stadium, Parnell Park and Pairc Tailteann. An estimated
2,500 visitors attended the series of games which created €4.5 million for the Irish economy.
 The European Handball Challenge Trophy: The prestigious tournament for both male and
females is hosted in a different European city each year. In 2012, Limerick was the host city
which facilitated in generating €250,000 for the local economy.
 Tour de Burren: The popular cycle contributed €250,000 to the Clare economy attracting in
the region of 2,000 participants.
 Golf Breaks: Approximately 155,000 tourists played golf whilst on vacation in Ireland, with
the total expenditure amounting to an estimated €204 million directly attributing to the
creation of 7,300 jobs nationwide.
2.11 Economic Impact of the 2009 Heineken Cup Quarter Final in Limerick
According to the Munster Rugby Official Website (2013) a research study was carried out by
BDO Simpson Xavier, commissioned by Munster Rugby revealed that in April 2009,
Munster‟s Heineken Cup quarter final match versus The Ospreys in Thomond Park generated
an estimated €10.5 million for Limerick City. The study further illustrated that the direct
expenditure from both sets of supporters on the weekend of the match was an estimated €4.2
million.
In accordance to BDO Simpson Xavier (2009), “The fixture resulted in 280 part-time jobs
created over the weekend across local hospitality, food, and beverage and retail sectors”.
The economic impact study also confirmed that the average spend per visiting supporter was
€527 with 68% of that expenditure going on food and beverages in the Limerick city region.
The report further elaborated that visiting supporters from the Welsh region stayed an
average of two nights, while one in four Ospreys supporters stayed three nights or more. This
resulted in the remaining 27% of the expenditure going on local accommodation over that
specific weekend.
2.12 Economic Impact of the Great Limerick Run
The Barrington‟s Hospital Great Limerick Run is an annual event held in the heart of
Limerick encouraging individuals to compete whilst trying to achieve their

26. 14
personal goals. The popular run consists of three separate races which attract the younger
members of society, senior citizens, competitive athletes as well as occasional runners and
walkers. (Great Limerick Run Website, 2012)
On behalf of the Limerick City Council, Focus Consulting conducted an independent review
of the 2012 Great Limerick Run which took place on Sunday the 6th
of May, the third year of
the annual event. Following the post event assessment, Focus Consulting presented the
subsequent economic key findings:
 8,501 people from over twenty-three countries participated in the run, with each of the thirty-
two counties being represented.
 The Run attracted approximately 25,000 supporters who lined the route, creating in the
region of 2,284 bed nights for local accommodations.
 Participants living outside of the region stayed in Limerick for an average of two nights
during the weekend of the run with the average expenditure for visiting competitors being
approximately €212.
 €698,000 of social capital was generated by the number of volunteer hours which were
essential in making the run a success.
 The direct calculated expenditure in the weekend of the run totalled approximately €1.6
million which generated a total economic impact of €2.4 million for Limerick and its
surrounding areas.
 Focus Consultancy forecasts that by 2015 the Great Limerick Run can have an economic
impact of €4.5 million escalating to €5.36 million in 2017. (Focus Consulting, 2012)
2.13 The Growth of Connacht Rugby
At a local level, Connacht Rugby is a large contributor to the economy of the Connacht,
especially to Galway City, where home games are played. In the last three years, Connacht
Rugby has seen a huge rise in support with season tickets growing by 1300% from 340
tickets sold annually to over 4,000 in 2014. This is a significant rise in sales which without
doubt has contributed to the overall economic impact on the region bringing more fans to the
area therefore increasing expenditure.
The average attendance to matches in the Sportsgrounds has soared over the last number of
years from an average of 1,400 to 6119 people attending an average match in 2012/2013.

27. 15
This is a significant rise in attendance which certainly affects the economic impact on
Galway City. In the last 18 months, the Connacht Rugby grounds have welcomed over
15,000 visitors from outside the region. This would imply that these visitors are seeking
accommodation facilities and therefore their expenditure would increase in other areas such
as food and entertainment expenses. This would also indicate that fans who attend these
games have a disposable income to spend on luxury items during their stay.
Connacht Rugby employs over 100 staff between full-time and part-time positions. These
jobs are involved in various areas such as marketing and sales, Finance, PR, coaches,
stewards etc. Connacht Rugby also offer over-night packages which includes accommodation
and dining facilities. This offer benefits not only the Connacht Rugby Club in ticket sales but
also surrounding hotels and restaurants in the Galway City region. This package encourages
visitors to stay overnight and therefore, spend extra money.
In the last number of years, Connacht Rugby have increased their spending on rugby
development programs and are currently spending €759,000 annually on the future
development of the club. This expenditure is focused on administering the sport in 29 clubs
and 43 secondary schools around the province to foster interest and develop growth in the
sport. Development programs are held each summer for eight weeks at a time where 150
promising children are taken on board and coached to improve the standard and quality of
play in the underage levels. This is of huge importance to the club‟s future success as it will
provide higher standard players for future teams. This in turn will secure a stronger fan base
and continued expenditure in the Galway City region as the above research suggests that
Connacht Rugby is a growing franchise in the West of Ireland.
Due to the growing demand of Connacht Rugby in the last number of years, talks have been
undertaken within the club regarding a relocation of the grounds on the outskirts of Galway
City. This relocation has been estimated at over €20,000,000 and would have a significant
impact on the construction sector. This would create a substantial number of jobs in the
Galway City area. This, however, is only in the early stages of discussion and no concrete
decision has been made yet. (Fallon, 2013)

28. 16
2.14 Conclusion
This literature review has successfully highlighted that the sporting industry which is
compiled of sport related events and activities, significantly impacts both the national and
local economy. Despite this, the author has explained that the future looks to be uncertain for
the sports industry due to an imminent €3.1 million decrease in sports funding for 2014
following a 25% reduction in funding over the last five years (O Riordan, 2013)
Previous reports have been carried out in relation to the economic impact of sport in certain
areas. At present, there is a lack of research available on this topic in an Irish context. The
author plans to fill this gap by satisfying the given aim and objectives of the study.
Throughout this review the author has encompassed the main up-to-date features of the topic
while closely examining the situation in Galway City. This comprehensive research
document will merge the research and data collected from numerous sporting disciplines in
order to enhance one‟s intellectual understanding of sport‟s economic relationship with a
specific club.
The intention of this chapter was to provide the reader with a comprehensive review of the
previous literature available on economic impact of sport/sport events. Within this chapter,
the author aimed to provide context for this study and to demonstrate the knowledge
accumulated through conducting a critical analysis of the relevant secondary research. The
following chapter will outline and justify the methodologies chosen and undertaken by the
author in order to conduct the primary research, compile the dissertation and satisfy the main
research aims and objectives.

29. 17
RESEARCH
METHODOLOGY

30. 18
Chapter Three: Research Methodology
3.1 Introduction
This purpose of this chapter is to outline the steps the author followed in conducting the
primary research for this dissertation. The author will start by reiterating the research aim and
objectives. The author will then proceed to discuss the research strategies, the data collection
methods, the sampling strategy and the procedure followed to undertake this research project.
The limitations and ethical considerations relevant to the research will also be discussed.
3.2 Research Purpose
According to Saunders et al (2012) research can be divided into the three types of inquiry.
These can be explained as:
 Exploratory research can be defined as “research that is useful for identifying a problem,
clarifying it and defining the scope of the problem in order to gain a greater understanding of
the issue and identify possibilities for further research”
 Explanatory research can be defined as “research that focuses on studying a situation or a
problem in order to explain the relationship between variables”
 Descriptive research can be defined as “research for which the purpose is to produce an
accurate representation of persons, events or situations”
The author believes that this study is exploratory in nature due to the overarching research
aim which is to examine and investigate the economic effect Connacht Rugby has on Galway
City with a view to suggesting areas for improvement/further research. The author also
believes that the application of a descriptive inquiry would not be suitable for this study. This
would merely outline and explain the current research aim without providing a comparison to
international practice. This would not provide a sufficient in-depth understanding of the
current situation nor allow for valuable conclusions/recommendations to be established.
3.3 Research Philosophy
Saunders et al (2012) refers research philosophy “to the development of knowledge and the
nature of that knowledge” and that “our values can have an important impact on the
research we decide to pursue and the way in which we pursue it”. The research philosophy is
an important concept which provides the necessary foundation for choosing a suitable

31. 19
research strategy. This, as a result, will confirm the research methods to be utilised within
that strategy.
The author sympathises with a pragmatic approach and is described as “a position which
argues that the most important determinant of the research philosophy adopted is the
research question, arguing that it is possible to work within both positivist and interpretivist
positions. It applies a practical approach, integrating different perspectives to help collect
and interrupt data”. (Saunders et al, 2012)
3.4 Research Approach
According to Saunders et al (2010) research is usually approached by either testing a theory
or developing a theory. These two main research approaches are known as inductive and
deductive. According to Cameron & Price, (2009) “deductive research starts with a theory,
and proceeds by testing hypothesis derived from that theory” whereas “inductive research
starts with the observations and derives theory from these”.
The author felt that to exclusively use a deductive approach was not suitable for this study
due to the limited amount of previous literature on economic impacts of sports events from
which a theory could have been deducted and examined. However, the author believed it
would be beneficial to utilise elements of the deductive approach within the data collection
methods chosen. Therefore, the author decided upon utilising a combination of both
approaches in a bid to improve the quality of the research. Deduction was employed during
the semi-structured interview and designing the questionnaire.
The author included questions which tested common recurring trends, issues and themes
highlighted by the literature reviewed in the previous chapter. Induction was presented
through the use of open-ended questions and the use of the semi-structured interview. The
purpose of this approach is to help the author get a feel for what is going on and to
understand the topic better. The author remains optimistic that the current theory may be
developed for further research in the future.
3.5 Research Strategy
A research strategy can be defined as the “general plan of how the author will go about
answering the research question” Denscombe, (2010) describes research strategies as the

32. 20
“types of equipment that allow relevant data to be collected”. Saunders et al (2012) outlines
the selected research purpose, philosophy and approach will subsequently influence the
author‟s choice of research strategy.
3.5.1 Mixed Method Strategy
After careful consideration of the various options available, the author has opted to adopt a
mixed methods strategy. The author is confident that this methodological choice is the most
appropriate in complimenting the overall research design as it combines two data collection
tools together i.e. a questionnaire and interview. This strategy was chosen to gain a better
understanding of the subject and it will help confirm the validity of the data collected.
3.6 Research Design
New York University, 2012, states:
“The function of research design is to ensure that the evidence obtained enables u to answer
the initial question as unambiguously as possible”.
Saunders et al (2012) describes research design as a general plan of how a research question
will be answered. This provides a structured overview of the aims and objectives mentioned
and from this analysis a strategy can be devised to gather data as efficiently and quickly as
possible.
3.7 Secondary Research
According to Saunders et al (2012), secondary data is “is sourced in areas such as books and
journals” and it “has already been collected for some other purpose”. One of the most
important sections of this dissertation is the literature review. The author feels that this is
important as it is the core of the research study and it helps to answer the aims and objectives
of the dissertation. For this to happen, the author only used up-to-date sources as they were
the most accurate and reliable for the literature review.
3.7.1 Secondary Research Sources
There were a number of sources used for this research study to gather information for the
literature review. A.I.T Library and database was the main area where the research took
place. At the beginning of the research, the author started researching on a broad scale and
then cutting it down to specific research that was necessary for the literature review. The

33. 21
internet became a valuable resource tool as it gave the author access to research across the
world which in turn helped the author achieve his objectives.
3.8 Primary Research
Primary research is commonly the second area of research to be conducted in the research
process consisting of direct information which has been collected by the author for a specific
task i.e. to provide support for a research topic. Collins (2010) portrays primary data
collection as being “the process by which authors collect data by their own accord using
techniques such as interviews and questionnaires.” The primary research stage in
conducting an effective methodology is essential as it provides the author with information
that can only be obtained directly though readily available resources.
It is imperative to note that primary research must generally be undertaken after the author
has gained an insight into the topic by reviewing some form of secondary research. In order
to gain a greater understanding regarding the topic, primary research was conducted by the
author through the use of a questionnaire and an interview.
“Primary Research is „subjective‟ in nature. It emphasizes meanings, experiences,
descriptions and so on. The information gathered is in qualitative research can be classified
under two categories of research, namely, exploratory and attitudinal” (Naoum 2001).
3.8.1 Quantitative Research
Saunders et al (2012), argues that quantitative research is generally associated with
positivism and a deductive approach. Quantitative research is focused on determining if
relationships exist between variables. The analysis is strongly focused on numerical data and
statistical techniques that can act as a control to ensure validity. The research requires the
author to not only gain access to participants but also to establish trust with each participant.
This method will involve receiving information from a large number of participants. These
methods include a questionnaire which has limitations as it generally does not analyse
people‟s feelings and attitudes towards a certain topic. This method can also be very time
consuming as it involves setting up questions, sending out questionnaires and finally
analysing the data received.

34. 22
The research that will be carried out will be an interpretivist study, where the author intends
to analyse the quantitative responses from match attendees to develop an understanding on
how much of an economic impact Connacht Rugby is having on Galway City. The author
will conduct an inductive approach in that the data collected will showcase all the findings
from the questionnaire. The research is descriptive and will showcase a variety of businesses
impacts; including hotels, pubs and shops, and the effect a Connacht Rugby match had or had
not on them. The author will demonstrate that they can be divided into different categories
such as accommodation, entertainment and other expenses.
3.8.2 Qualitative Research
Qualitative research is often associated with an inductive approach whereby theoretical
perspectives emerge. The purpose of data collection is to facilitate the development of a
conceptual framework that can change as new insights emerge from data. In addition,
qualitative research requires the author to not only gain access to participants but also to
establish trust with each participant. This type of research is most commonly associated with
non-numerical data and a small sample size. Qualitative research is defined as research that
derives data from observation, interviews or verbal interactions and focuses on the meanings
and interpretations of the participants. This method involves getting a large amount of
information from very few participants and as a result, gaining relevant insight knowledge.
These methods include interviews and can result in gathering people‟s attitudes and
experiences. (Holloway & Wheeler, 2011)
The author conducted an interview with the Chief Executive Officer from Connacht Rugby.
This qualitative research will also help to develop an understanding on how the much of an
economic impact Connacht Rugby is having on Galway City. The author prepared a set of
questions in which they the answers will be recorded and transcribed. The author will
conduct a closed approach in that the information gathered will solely be used for the
dissertation.
3.9 Data Collection Methods
After considering the research objectives and overall research design the author chose to
utilise a combination of two data collection tools in order to conduct this research. This
included a structured questionnaire and a semi-structured interview. The author

35. 23
acknowledges that there were alternative data collection tools, such as a focus group or on-
line focus group, which may have enhanced this study further.
According to Denscombe, (2010) “focus groups can be costly and time consuming to
arrange”, so due to limitations on both time and budget the author decided not to employ this
data collection tool in this research study.
3.10 Research Techniques
These are the techniques chosen by the author to gather the data needed for the research
study. The following techniques were chosen for this research project:
 Questionnaire
 Interview
3.11 Questionnaires
When trying to obtain data about a specific topic to satisfy a research question, Robson
(2011) explains that questionnaires are “most effective with a precise list of standardised
questions that will be interpreted in a universal way by respondents.” The questionnaire was
compiled by the author in a way which each respondent may find easy to understand, using
distinct and precise words which conveyed consistency to the interpreter.
The author has chosen a method for this research that will collect quantitative data. A self-
administered questionnaire was administered through Microsoft Word. This allowed the
author with a platform to easily analyse the data gathered and represented results into
graphical diagrams where appropriate. This also provided the author with the advantage of
ensuring particularly important questions on the questionnaire were mandatory and required
an answer in order to submit the completed form.
One hundred questionnaires were handed out to supporters within Connacht‟s home ground
(The Sportsgrounds) in Galway City. This was repeated for five different home matches so
the data collected would be more accurate. All respondents were administered the same set
of questions in the same order. The author also felt this would find out the necessary data
regarding the county‟s perception of sport, sporting activities and their impact on the Galway
City. It was expected that the response rate would be relatively high due to participation

36. 24
being voluntary. The respondents involved will have been notified beforehand that the
questionnaire would take a couple of minutes to complete. The author had help from a
number of friends handing out the questionnaires to supporters as this would speed up the
process of collecting all data and will also be a low cost method. This is a very appropriate
method for this research due to its empirical nature, wide and inclusive coverage and detailed
scrutiny.
With a view to protecting the anonymity of the respondents, maximising honest responses
and improving response rates, the questionnaire administered was anonymous and contained
no identifying questions, codes, numbers etc. The author believes this provided participants
with the necessary reassurance of privacy and encouraged them to be open and honest in their
responses
The author then put the results through data analytic software package called SPSS. This is a
Windows based program that can be used to perform data entry and analysis and to create
tables and graphs. SPSS is capable of handling large amounts of data and can perform all of
the analyses covered in the text and much more. It is commonly used in the business world so
familiarity with this program would serve the author well in the future.
3.11.1 Questionnaire Design
The objective of this study was to produce a clear, concise questionnaire which could be
completed easily, quickly and accurately by the respondent while still gathering the required
quality data for analysis. This was needed as it involved dealing with a variety of people with
different ages, race, religion etc. There was a substantial knowledge required and an
understanding on how to gather information more frequently and efficiently. Expertise in
putting questionnaires together was essential as this would determine the accuracy of the
research which was highly important.
As highlighted in the previous section, the author was mindful of the length of the
questionnaire and the type of questions included. The questionnaire consists of a range of
question types including open, closed, multiple choice and yes or no questions. The decision
was made to use a range of question types in order to make the task of completing the
questionnaire as convenient as possible for the respondent while still gathering quality data
which fulfilled the research aims and objectives.

37. 25
3.11.2 Questionnaire Distribution
The questionnaire was generated on through Microsoft Word. This questionnaire was
generated and printed out for the distribution to attendees at a Connacht Rugby match on five
separate occasions. Each attendee was encouraged to participate in the research study. All
participants in the questionnaire were notified of the author‟s background, explaining the
nature and the purpose of the study, outlining data storage methods, assuring respondent
confidentiality and anonymity and thanking participants in advance for their time and
valuable input. Social Media was used to promote the questionnaire through posts on
Facebook and tweets on Twitter. A thank you message was sent out six weeks after the
distribution of the original message and questionnaire study. It also explained that each
respondents input was vital to the success of his study.
3.11.3 Questionnaire Advantages & Disadvantages
There are advantages and disadvantages of conducting questionnaires. According to Robson,
2011, these include:
Advantages:
 Efficient - Through the distribution of questionnaires, a sizable amount of information was
collected by the author in a short period of time
 Inexpensive - The questionnaires were inexpensive to construct which gave the author a
distinct economic advantage while the data collected was easily quantified in relatively little
time.
 Software - The necessary software required converting the analysis results and subsequently
displays them into distinct stats and graphs were readily available to the author through the
use of Microsoft Excel and SPSS.
 Remaining Anonymous - The participants were collectively given the option of staying
anonymous while obliging the author throughout this process. This allowed each question to
be answered with complete honesty negating the possibility of personal information being
published and linked back to the respondent.
Disadvantages:
 Relying on Participants – The author was largely dependent on the goodwill and availability
of the participants to ensure the questionnaire was completed both efficiently and effectively.

38. 26
Each respondent took the time out of their own busy, personal schedule in order to complete
this nonobligatory piece of research.
 Time Consuming – Each respondent took the time out of their own busy, personal schedule in
order to complete this nonobligatory piece of research.
 Analysing – In this situation the author struggled with the credibility and accuracy of a
minority of the participants answering due to the anonymous nature of the questionnaire.
 Understanding Questionnaire – Some participants had difficulty in understanding a particular
line of questioning which led to the misinterpretation and inaccuracy of answering that the
author had to later justify and resurrect.
3.11.4 Questionnaire Pilot Testing
In order to facilitate the construction of a clear, concise questionnaire which would yield
quality data, the author decided to conduct a pilot test of his questionnaire prior to
distribution to all potential participants i.e. attendees of the match. Saunders et al (2012)
encourages the use of such pilot testing in order to refine, validate and assess the likely
reliability of your questionnaire prior to distribution.
According to Bell (2010), conducting pilot testing prior to the distribution may identify
potential issues thus improving the success of your of the final questionnaire
The draft questionnaire that was going to be distributed at a Connacht home match was
circulated among a small group of close friend‟s to complete and their critique and feedback
on its layout and design was requested. Comments and suggestions were noted. As a result of
the pilot testing conducted, the author gained valuable insights into aspects such as
respondent preferences and the length of time required to complete the questionnaire. This
was pivotal especially at the home match as attendees did not want misuse their time filling
out the questionnaire. Subsequently, the necessary adjustments were made to improve the
final layout, wording and length of the questionnaire prior to its distribution to the entire
chosen sample.

39. 27
3.11.5 Questionnaire Sampling
According to (Gravetter & Forzano, 2012) There are two types of sampling:
Probability Sampling –
This is when the entire population is known. In addition, each individual in the population
has a chance of selection while sampling occurs by a random process based on the
probabilities.
Non-Probability (Random) Sampling –
The population is not completely known, individual probabilities cannot be known and the
sampling method is used with an effort to avoid bias.
Due to restrictions in time and resources, the author acknowledged that gathering data using a
census was neither a logical nor feasible option and that selecting a sample of the overall
target population was a more practical and rational approach.
The author chose to apply non-probability sampling to this study using a systematic random
sampling technique. This was chosen as every member of the target population was suitable
to participate in this questionnaire but that due to restrictions on time and funds a census
study was not feasible at this time. Random sampling is the purest form of probability
sampling. Therefore, the author felt the most appropriate approach was to select a systematic
random sample which would allow for generalisation of the overall findings
Each supporter at the Connacht game had an equal and known chance of being selected.
When there are very large populations, it is often difficult or impossible to identify every
member of the population so the pool of available subjects becomes biased. This approach
was taken as it‟s based on completely random selection. All participants were urged to fulfil
the questionnaire but participation remained voluntary.
3.12 Interview
An interview refers to a formal discussion between two or more people to allow more
information to be gained regarding a topic of interest. There are two types of interviews
structured and semi-structured interviews. (Thietart, 2001) suggests in his book that “an
interviewee is the best data collection method as the author can gain in depth knowledge of

40. 28
an area”. During an interview, the interviewer asks a range of questions which they seek an
answer to. Interviews are considered by many authors as useful data collection tools which
produce “incredibly rich and illuminating data”. Interviews can be used to collect both
qualitative and quantitative data. (Cameron & Price, 2009).
One common typology used categorises interviews as either structured, semi-structured or
unstructured interviews. The author has chosen to utilise semi-structured interviews for the
purpose of this study. Saunders et al, (2012) defines semi-structured interviews as a “wide-
ranging category of interview in which the interviewer commences with a set of interview
themes but is prepared to vary the order in which questions are asked and to ask new
questions in the context of the research situation” According to Cameron & Price, (2009)
semi-structured interviews allow the interviewer “to reword questions, to draw out
discussions or to go through the questions out of sequence if that is the way in which the
discussions develop”.
3.12.1 Interview Design
The author personally felt that using semi-structured interviews would provide him with a
degree of flexibility in order to enable the development of discussion, elaboration on areas of
interest and collection of rich data. This approach was favoured by the author in order to
facilitate the collection of more personalised in-depth rich data which included the participant
personal views and opinions on the subject matter. The author felt this method of data
collection was most suitable to this research for a variety of reasons.
The interview allowed for the interviewee‟s experience, opinions and suggestions to be
explored. This nature of the topic being researched meant that it was important to gain a rich
insight into such factors. The author believes that the interview questions will reflect the
research objectives of this dissertation so as to ensure that all the relevant topics will be
covered.
Before conducting the interview, the author sent the interviewee a copy of the participant
information sheet to read along with a consent form to complete and return before the
scheduled interview date. The participant information sheet was read out by the author to the
interviewee before the interview to ensure the participant fully understood the nature of the
study and voluntarily wished to proceed with the scheduled interview.

41. 29
An individual in-depth interview was conducted in order to gain an insight into the topic
which was needed for the research study. The interviewee was Willie Ruane, CEO from
Connacht Rugby. The interview was conducted on March 21st
2015 and lasted between
twenty-five and thirty minutes. It was recorded using a dictaphone and was completed in a
professional manner. This individual was selected by the author as he felt their experience in
this field would provide valuable insight into the economic impact Connacht Rugby has on
Galway City.
3.12.2 Advantages & Disadvantages of Interviews
There are advantages and disadvantages of conducting interviews. According to Denscombe
(2010) these include:
Advantages
 Greater Flexibility – Interviews allow for greater flexibility for both the interviewer and
interviewee as the area of enquiry can be adjusted during the interview.
 Insight – Details of the topic can be discussed between both parties before the interview takes
place.
 Contact: Direct contact with the interviewee during the interview allows details to be checked
during the process. This increases the level of relevance and accuracy of the data collected
during the interview.
 High Response Rate: Interviews receive a high response rate as they are pre-arranged and
occur at an agreed time and location. Furthermore, it provides the interviewee with an
opportunity to express their views and opinions. Many interviewees find being interviewed a
therapeutic experience.
 Validity – Data can be checked for relevance and accuracy as the data is collected throughout
the interview process.
Disadvantages:
 Time Consuming – Analysis of data can be very difficult and time consuming. The
transcribing throughout can become a massive task for the author
 Reliability – The impact of the interview can lack consistency which can result in the main
objective becoming hard to achieve. How the data is collected and interpreted can distort the
reliability of the data

42. 30
 Lack of Comfort – Face to face interviews can result in the interview feeling reluctant to
provide the necessary information if an audio recorder is used for the research study.
3.13 Data Analysis
For this dissertation, desk research was conducted in obtaining secondary data. This involved
researching and gathering work that previously being done on this subject area. The main
sources were previous research projects, newspapers and reports. This resulted in a more
acquired depth of knowledge in the subject area.
This research study also required field research to be conducted to obtain primary data
needed to complete the study. Both a quantitative and a qualitative approach were adapted in
this dissertation. The questionnaire was examined and the interview was recorded and
transcribed. This allowed for thorough analysis off all the data collected.
The research objectives were kept close throughout the secondary and primary data collection
process. These objectives were used as a guide to write the literature review and create the
questions for both the questionnaires and interview. Before this research study was
completed, the author had a very broad view of the subject area. It is now more structured
and focused
3.14 Validity of Data
Validity can be defined as:
“the extent to which a measure, indicator or method of data collection possesses the quality
of being sound or true as far as can be judged. … in the social sciences generally, the
relationship between indicators and measures and the underlying concepts they are taken to
measure is often contested” (Pierce, 2007)
Throughout the research study, every step was undertaken to ensure valid results for the
dissertation were got. The literature review contains great depth of information on the chosen
topic. The author formulated clear and concise aims and objectives so the study was clear and
focused throughout the research study

43. 31
3.15 Reliability of Data
Reliability can be defined as:
“the extent to which we can rely on the source of the data and, therefore, the data itself.
Reliable data is dependable, trustworthy, unfailing, sure, authentic, genuine, reputable.
Consistency is the main measure of reliability” (Pierce, 2007)
For this dissertation, a number of data collection methods were used. The author conducted
questionnaires and an in depth interview. As a number of methods were used, this reiterated
the validity of the data collected against another source. The questionnaires were saved online
and the interview was recorded using an audio device. This allowed the author to refer back
to confirm this.
3.16 Ethical Considerations
According to Saunders et al, (2012) ethics refers to the appropriateness of your behaviour in
relation to the rights of those who become the subject of your work or are affected by it. For
research to be considered ethical and acceptable, it must adhere to a number of key principles
relating to research ethics. This is a code for research ethics which all authors should identify
and use. Careful consideration should be taken through all stages of the research process as it
ensures participant‟s interests are protected, the participation is voluntary and the author
operates in an open and honest manner with respect to the investigation (Denscombe, 2010)
The author understood the term ethics and behaved in this manner while conducting the
research at all times. Saunders et al, (2012, p227) argues that “acting outside the rules can
never be justified, where the rules are inadequate or contested, it would be necessary to
reappraise or if required amend them”.
The concept of ethics was present throughout the research. The privacy of the participant
when conducting the interview was a key area in relation to ethics. Prior to commencing the
interview the author highlighted that the information would be treated in the strictest of
confidence. In order for all the research to be ethical, the interest of the participants
completing the questionnaire in question will have to be protected and that the research
complies with the law of the land.
The author must make sure that all participants that undertake any questionnaire must be
voluntary. This will enable participants to consider whether to participate in the research or

44. 32
abstain from doing so. Participants will be informed of what is the nature of the research and
what needs to be carried out. The questionnaires may not be biased or discriminatory in any
way possible. It is essential that all participants are notified that all findings from the research
will remain confidential and will only be used for the research topic. Fortunately no
substantial ethical issues arose throughout the research process. The research was conducted
by the most ethical means possible.
3.18 Limitations
Despite all the positive results gained from this research project, there are a number of
limitations associated with this research project that the author feels need to addressed. These
are:
 The author became aware there were limitations to the length of time needed to complete the
dissertation. The maximum time allocated to complete the research was restricted to the
academic year.
 The author was concerned that due to the very busy nature of businesses nowadays, there was
a possibility that the questionnaire may be dismissed and the overall response rate might be
low
 Due to the lack of personal, face-to-face contact with the respondents during the completion
of self-administered questionnaires, there is also the possibility that they may not be
completed honestly and accurately.
 The author conducted one interview with Connacht Rugby. The author believes that there
could have been more interviews conducted to add to the reliability and validity of this study.
The author made several phone calls and sent emails to other professional rugby clubs within
Ireland. The author felt there participation would be useful to this research study but attempts
to meet were unsuccessful.
 The author also recognises that as with questionnaires, the issue of honesty and accuracy is
also a concern when conducting interviews.
3.19 Conclusion
Chapter Three has clarified and justified the research aim to be carried out throughout the
research process. After the methodology is undertaken, the author will analyse and evaluate
the information received from the participants. This will be used in the literature review for
which primary research undertaken will be compared with it. The data received from the

45. 33
questionnaires will be evaluated using data analytic package SPSS to produce tables, graphs
and pie charts for the presentation of results. Other software such as word and excel will be
used in the completion of the research thesis
The author distinctly outlined how primary and secondary data was collected and the
particular methods used for both forms of research so others could replicate the process if
desired at a later time. It has outlined the chosen research methods to be used as well as the
data collection techniques along with discussing the ethical considerations and potential
limitations associated with carrying out the piece of research. The following chapters will
present the results and findings of the data collected as well as discussing in depth these
findings in relation to motivational theories which have already being reviewed in chapter
two.

46. 34
ANALYSIS OF
FINDINGS

47. 35
Chapter Four: Analysis of Findings
4.1 Introduction
The previous chapter identified and subsequently examined the methodology which was
applied in order to answer each outstanding research objective for this dissertation. In this
chapter the author will present the findings of his research in relation to the economic impact
Connacht Rugby has on Galway City. As discussed in chapter three the data presented below
was obtained by the author through the distribution of questionnaires using a systematic
random sample of attendees at the Sportsgrounds. These were then analysed using SPSS
which gave accurate findings regarding each type of attendee. The author also gained data
from conducting a semi-structured interview with a representative from Connacht Rugby.
Therefore the overall objective of this chapter is to present an analysis of the data collected
converting it into valuable and functional knowledge
In a bid to increase the validity and credibility of the study, the author chose to use
triangulation. According to Archibald (2015) “Triangulation refers to the use of more than
one approach to the investigation of a research question in order to enhance confidence in
the ensuing findings”. This involved gathering both qualitative and quantitative data using
two main data collection tools; self-administered questionnaires and a semi-structured
interview. In order to analyse the data gathered from the research, the author employed the
techniques outlined in chapter three.
4.2 Research Objectives
To recapitulate, the aim of this study is to thoroughly investigate The Economic Effect
Connacht Rugby Has on Galway City. The three primary objectives of this study were as
follows:
 What is the Irish Government investment in sport and sport related activities in Ireland?
 What impact has major sporting events had on the economy in previous years?
 What effect Connacht Rugby has on the region of Galway City?
The first objective is largely addressed in the literature review where the author aims to
provide context for this study by presenting the reader with a comprehensive review of the
available literature on the Irish Governmental investment in Sport. During the literature

48. 36
review, the author also analysed several texts which prove influential in the design of his on-
line questionnaire. This also directed the conversation during the semi-structured interviews
conducted by the author. The author felt that this approach was crucial in order to provide an
opportunity for the emergence of new findings whilst also testing the results of both previous
and current studies.
The second objective looks at what impact other major sporting events has had on the
economy in recent times. The author wished to examine this area so that his research could be
of some practical benefit to Connacht Rugby. The author sought to fulfil this objective during
both the literature review and data collection stages of this research project.
The final objective is the foundation of the research as it largely addresses the overall aim of
this study. This objective is fulfilled through the data collection stages through a
questionnaire and a semi-structured interview.
The author acknowledges that it was therefore crucial for the research aim and objectives to
be well-defined and in focus from the onset of the study. The author feels this will ensure
consistency, facilitation and fulfilment of the research. The subsequent sections will present
the reader with the findings of the primary research conducted by the author, collecting the
data gathered from both data collection tools utilised.
4.3 Quantitative Research
The findings presented below represent data accumulated through the use of an off-line
questionnaire. These were distributed to a systematic random sample of Connacht Rugby
attendees in Galway City on five different match days. The author will first develop a general
profile of the responding attendees and will then outline this study‟s findings in relation to
their responses addressing each research objective in turn.
4.3.1 Profile of responding Sportsgrounds attendees
A total of 100 questionnaires were distributed to supporters at Connacht‟s home ground on
five different occasions covering five different home matches. All completed questionnaires
were serviceable giving a response rate of 100%. The questionnaire was divided into sections
which made it easier for the respondent to fill out. The questionnaires were then analysed

49. 37
using SPSS. Section one of the questionnaires was designed to include introductory questions
in order to develop a basic profile of the attendee participating in this research.
There appears to be a significant balance in the types of supporters attending Connacht
Rugby games in Galway City, with the prominent supporter coming from Galway or the
West of Ireland (59%). This is quite observable as these are the attendees with the least
amount of travel time. However, it is in actual fact representing the current climate of people
attending Connacht rugby games in Galway City which in turn provides more generalisable
results.
The author felt the first number of questions were appropriate to begin the questionnaire as it
helped ease the correspondents into the process while establishing a connection with each
participant and gaining a brief background on the title of the study.
4.3.2 Questionnaire Results
Below are the results of the questionnaires that were handed out to supporters at Connacht‟s
home ground covering five different home matches in 2015:
Figure 4.1: What gender are you?
In total, of the 100 questionnaires handed out on 5 different match days, the main gender
demographic was males. Analysis shown in Figure 4.1 illustrates that 77% of the attendees
attending match days were male compared to only 23% females.
77%
23%
What gender are you?
Male Female

50. 38
Figure 4.2: What age are you?
Figure 4.2 outlines the age demographic of the people attending the Connacht Rugby games
at the Sportsgrounds in Galway City. The author chose to include this question as it needed to
confirm what age are the people that are entering the gates at Connacht Rugby. The author
acknowledges that the majority of attendees were aged between 26 and 55. The graph
illustrates that 14% were 18-25, 32% were 26-35, 18% were 36-45, 22% were 46-55 and the
over 55‟s were 14%.
Figure 4.3: What is your occupation?
14%
32%
18%
22%
14%
What age are you?
18-25 26-35
36-45 46-55
55+
8%
28%
15%
19%
12%
8%
10%
What is your occupation?
Student
Cival Servant
Retail Services
Self-Employed
Retired
Unemployed
Other

51. 39
Figure 4.3 found out what was the main occupation of the people who attended match days in
the Sportsgrounds throughout the year. The questionnaire was structured in that the
respondent had an open box to write his response. The results were then classifies as follows;
28% civil servants, 19% self-employed, 15% retail services 12% retired and 8% were
students, 8% were unemployed and 10% were other than what is listed.
Figure 4.4: Where do you live?
Figure 4.4 illustrates where the respondents come from when they attend match days in the
Sportsgrounds. Through an analysis of the findings, research shows that a combined 59%
came from Galway or Connacht, 29% came from outside Ireland while the remaining 12%
came from elsewhere in Ireland
Figure 4.5: How often do you attend Connacht Rugby games in Galway City?
34%
25%
12%
29%
Where do you live?
Galway
Connacht
Elsewhere in
Ireland
Other
24%
29%
33%
14%
How often do you attend Connacht Rugby games in
Galway City?
First time
Not often
Quite often
Frequently

52. 40
This graph asked the respondents how often they came to Connacht Rugby games in Galway
City. The author decided to include this question to generate an understanding of how
frequently these respondents are contributing to the economic impact on Galway City. Figure
4.5 demonstrates a combined 47 % came quite often or frequently to the games whilst the
other 53% was either there first time or that they came here not too often.
Figure 4.6: How much do you spend, on average, when attending a Connacht Rugby game in Galway City (e.g.
accommodation, food, drink etc.)?
Figure 4.6 asked the respondents how much on average they were spending when attending a
Connacht Rugby game in Galway City. The author felt it was necessary to establish this as it
is vital in analysing how supporters attending a Connacht Rugby game have an economic
impact of Galway City. The graph illustrates that 48% of the respondents spent less than
€100, 34% spent between €100 - €200, 12% spent between €200 - €400 and the remaining
6% spent €400 or more.
48%
34%
12%
6%
How much do you spend, on average, when attending a
Connacht Rugby game in Galway City (e.g.
accomodation, food, drink etc.)?
Less than €100
€100 - €200
€200 - €400
€400+

53. 41
Figure 4.7: If you require accommodation, how many nights would you stay in Galway City when attending a
Connacht Rugby game?
The above graph illustrates that if the respondent required accommodation when attending a
Connacht Rugby game, how many nights would the attendee stay in Galway City. Figure 4.7
explains that 58% didn‟t require accommodation, 24% required accommodation for one
night, 12% required accommodation for two nights while the remaining 6% needed
accommodation for three nights.
Figure 4.8: How much do you budget yourself to spend on food whilst being in Galway City?
24%
12%
6%
58%
If you require accomodation, how many nights would
you stay in Galway City when attending a Connacht
Rugby game?
1 night
2 nights
3 nights
Don't require
32%
20%
30%
18%
How much do you budget yourself to spend on food
whilst being in Galway City?
Less than €20
€20 - €50
€50 - €100
€100+

54. 42
Figure 4.8 asked respondents how much were they budgeting for food whilst being in Galway
City. As it is evident from the above graph, it shows that 32% spend less than €20, 30%
spend between €50 - €100, 20% spend between €20 - €50 and the remaining 18% spend €100
or more.
Figure 4.9: How much do you budget yourself to spend on drink whilst being in Galway City?
The above graphs asked respondents how much were they budgeting for drink whilst being in
Galway City. Figure 4.9 shows that 46% spend €100 or more, 26% spend between €50 -
€100, 18% spend between €20 - €50 and the remaining 10% spend less than €20.
Figure 4.10: How much do you budget yourself to spend on accommodation whilst being in Galway City?
10%
18%
26%
46%
How much do you budget yourself to spend on drink
whilst being in Galway City?
Less than €20
€20 - €50
€50 - €100
€100+
48%
8%
22%
14%
8%
How much do you budget yourself to spend on
accomodation whilst being in Galway City?
None
Less than €50
€50 - €100
€100 - €200
€200+

55. 43
Figure 4.10 asked respondents how much were they budgeting for accommodation whilst
being in Galway City i.e. hotel/hostel/B &B. The analysis shows that 48% planned on not
using any accommodation in Galway, 22% spend between €50 - €100, 14% spend between
€100 - €200, 8% spend less than €50 and the other 8% spend more than €200.
Figure 4.11: How much do you budget yourself to spend on other expenses whilst being in Galway City?
The above graphs asked respondents how much were they budgeting for other expenses
whilst being in Galway City e.g. shopping, visiting amenities etc. The graph shows that 39%
spent between €50 - €75, 29% spend between €25 - €50, 20% spend between €75 - €100 and
the other 12% spend more than €100.
29%
39%
20%
12%
How much do you budget yourself to spend on other
expenses whilst being in Galway City?
€25 - €50
€50 - €75
€75 - €100
€100+

56. 44
Figure 4.12: What transport services have you used in getting to the Sportsgrounds in Galway City?
The above graph illustrates what transport service the respondents used in getting to the
Sportsgrounds in Galway City. Figure 4.12 shows that 56% used a taxi, 16% used a bus and
10% used the train. 18% of the respondents used no transport in attending match days.
Figure 4.13: Would you attend a Connacht Rugby game in Galway City again?
Figure 4.13 asks the attendees on match day if they would attend a Connacht Rugby game
again in Galway City. After calculating all the respondents, 94% said they would come back
and watch a game compared to just 6% who said they wouldn‟t.
10%
16%
56%
18%
What transport services have you used in getting to the
Sportsground in Galway City?
Train Bus
Taxi None
94%
6%
Would you attend a Connacht Rugby game in Galway
City again?
Yes No

57. 45
The author acknowledged that the information gathered through the questionnaires can be
contrasted against the information gathered in chapter two. The author can subsequently link
the findings with the areas concerned. It allows the author to relate the findings back to the
information gained.
4.4 Qualitative Research
The findings presented below represent data gathered during the interview conducted by the
author with a representative from Connacht Rugby. Firstly, the author will provide a brief,
individual participant profile. Subsequently, he will address each research objective
sequentially outlining this study‟s findings in relation to the interview held. The interviewee
was Willie Ruane, Chief Executive of Connacht Rugby.
4.4.1 Interviewee Profile
The author conducted a semi-structured interview using the methodology previously
described in chapter three. A blank copy of the consent form which was used in the interview
has been included in the appendix. In addition, the author has included the schedule of
questions in the appendix which was prepared prior to the interview. Inadvertent questions
were included during the process of the semi-structured interview and these are presented in
bold on the question schedule. The transcript of the interview in its entirety can also be found
in the appendix.
The interviewee profile was as follows:
Interviewee: CEO of Connacht Rugby Willie Ruane. Willie has been working in the Banking
Sector for the past 15 years and took up the role in Connacht Rugby after being a Director
within Ulster Bank‟s Business Restructuring Division. This individual was selected by the
author as he felt his experience and broad working knowledge would provide valuable
insights into the current economic climate within Galway City and the current business
practices currently employed within the Irish Rugby sector.
4.4.2 Interview Objectives
The author has broken the interview down under each objective. In addition, the author has
summarised the findings from the interview under each objective. This will help discuss and
analysis the relevant findings.