AUGUSTA, GA - A New York author, whose book names the Masters as the No. 1 sporting attraction in the world, defends corporate boondoggles in the post-bailout world.

Robert Tuchman, author of “The 100 Sporting Events You Must See Live,” says splashy events like the Masters play an important role in today’s economy, despite the general uproar over frivolous corporate spending.

“It’s not just entertaining,” he insists. “A lot of times it’s about incentive programs, which help drive business. The problem is, some companies have held back because of perception, but what does that do to the local homeowner in Augusta who’s looking to rent his house out?”

Having founded TSE Sports and Entertainment, which was bought by his current employer, Premiere Global Sports, in 2006, Tuchman knows a little something about corporate sports travel.

“Companies need to run meetings,” he says. “That’s just how business works. Business is done by running incentives for employees.”

Though it’s easy for the common man to be appalled by the limos and the private jets and the glitzy hospitality houses, he says such a knee-jerk reaction is destructively short-sighted, especially here in Augusta.

“People don’t realize what it does to the rest of the economy when these companies hold back from doing their traditional meetings and incentives,” he says, pointing out that it’s the locals who suffer the most.

For example, Tuchman’s company usually employs close to 20 Aiken teachers to provide transportation, and while he says the Masters has weathered the economic downturn better than other sports-travel events this year, he’ll likely find himself having to cut back on the number of those teachers he hires.

“There is certainly pull-back because of the economy,” he says.

Because he does a lot of last-minute booking, Tuchman says it’s difficult to accurately predict the final numbers, but he estimates his Masters business will end up being down only five or 10 percent this year, a far cry from the 20-25 percent decline experienced by most of his other events.

He says he usually brings around 1,400 people to the Masters each year. Events like the Daytona 500 and the Kentucky Derby get more than 2,500.

So, what makes the Masters the No. 1 sports-travel destination? Tuchman says it comes down to something that might be hard for locals to believe: us.

“The people in Augusta are very hospitable,” he says. “The whole way they run the event without so much promotion — it’s really kind of low-key, which is what made it the No. 1 event ahead of the Olympics, ahead of the World Cup and ahead of the Super Bowl.”

He points to a steadily improving array of restaurants and the weather as contributors to Augusta’s good vibe, but ultimately he claims it’s the people who keep the Masters at the top of his list.

“The people make the event,” he says. “They know this is their show, and they make it about Augusta. They embrace it, whether it’s renting out their homes or the restaurants or the golf courses in the area.”

He says a lot of his clients take advantage of the accessible golfing opportunities before going to the event.

Last year, Premiere Sports Travel procured 3,000 Masters tickets, employed seven world-renowned chefs and rented 60 private houses. This year, tournament hotel packages range from under $2,000 to well over $10,000.

Tuchman will kick off his book tour at Augusta’s Borders, where he’ll be signing copies of the book from 5-7 p.m. on April 9.

From there, the book tour will leapfrog to some of the most desirable sporting events in the world, though it’s all downhill from here.