Challenges facing immediate tourism leveraging: evidence from the London 2012 Olympic Games

Abstract

Models of event leveraging identify strategies that organisers can use to increase the benefits that sport events bring to host destinations. Amongst these, leveraging tourism benefits during the event is a frequently cited strategy by which organisers can bring more money into a destination. To date, little work has been conducted on leveraging immediate tourism benefits from mega sport events. In addressing this issue, we reflect and present findings related to previously identified event leveraging theories that are determined by tourists' activities at a host destination. These are (a) enticing visitor spending and (b) lengthening visitor stay. The aim of this paper is to evaluate the use of such leveraging strategies during the London 2012 Olympic Games to increase event-related tourism. Results from 15 interviews with key stakeholders demonstrate that the effectiveness of these leveraging strategies can be limited by a number of challenges: (1) limited strategies to entice visitor spending (2) limited interest in tourism attractions (3) lack of location attractiveness (4) the displacement effect and (5) the impact of the wider economic environment. Key challenges and opportunities are detailed, a discussion on the implications for event leveraging is provided and potential areas for future research are outlined.

Event Leveraging in a Nonhost Region: Challenges and Opportunities

“…The credibility and applicability of this leveraging focus view, rather than an impact focus view when studying events, have been further testified in other studies (Girginor, Peshin, & Belousov, 2017;Mhanna, Blake, & Jones, 2017;O'Brien, 2007;Pereira et al, 2015). While the values of the event leverage concept have been well-received in the field, some argued that it is still difficult for event stakeholders to identify such strategies and tactics for leveraging opportunities given that sporting mega events are unique in their nature (Mhanna, Blake, & Jones, 2017); the resources element proposed in the model is rather abstract and requires a process of resource development in order to be utilised (Girginor, Peshin, & Belousov, 2017); and there is a need for exploring underlying leveraging assumptions for obtaining long-term impacts (Smith, 2014). Nevertheless, the model (Chalip, et al, 2017) offers a holistic approach to identify challenges, opportunities, and prospects associated with leveraging sporting events for local communities; the key principles underpinning the model, therefore, helps to frame our discussion on Leicestershire's leveraging planning and delivery, and in turn we propose a revised model for event leverage in non-host regions (see the section 'Revised model for Leveraging Sport Events in Non-Host Regions' for detailed discussion).…”

“…This model (Chalip et al,2017) was developed from previous work on leveraging events economically (Chalip, 2004) and socially (Chalip, 2006). The credibility and applicability of this leveraging focus view, rather than an impact focus view when studying events, have been further testified in other studies (Girginor, Peshin, & Belousov, 2017;Mhanna, Blake, & Jones, 2017;O'Brien, 2007;Pereira et al, 2015). While the values of the event leverage concept have been well-received in the field, some argued that it is still difficult for event stakeholders to identify such strategies and tactics for leveraging opportunities given that sporting mega events are unique in their nature (Mhanna, Blake, & Jones, 2017); the resources element proposed in the model is rather abstract and requires a process of resource development in order to be utilised (Girginor, Peshin, & Belousov, 2017); and there is a need for exploring underlying leveraging assumptions for obtaining long-term impacts (Smith, 2014).…”

Spreading tourists around host countries of mega sport events

“…Sport event tourism has always been an important pillar of the tourism sector (Daniels et al, 2004;Mhanna et al, 2017;Schulenkorf and Schlenker, 2017). This is because it is associated with a wide variety of tourism products offered in event destinations.…”

“…In the past few decades, mega sport events, such as the Olympic Games, became a determining factor for travel that is capitalised on by host destinations to enhance their image worldwide and appeal to the wide range of visitors (Chalip et al, 1998). Therefore, because of the sports function in such destinations, visitor activities are enhanced or created to produce autonomous formulas of travel and tourism (Higham, 2007;O'Brien and Chalip, 2008).The Olympic Games as a mega sport event is a complex project and subject to destinations' tourism development strategy (Broudehoux and Sanchez, 2015), and requires long-term strategic planning (Chalip, 2004;Higham, 2007;Preuss, 2007;Mhanna et al, 2017), to generate significant tourism impacts (Chalip, 2004;Essex and Chalkley, 2004).…”

“…Getz (2008) and Preuss (2007) voiced related concerns in their research and called for a joined-up approach by mega events stakeholders. Given the practical nature of this research and its implications, we reflect on this concern and we respond to research calls in this context (Smith, 2014;Mhanna et al, 2017 andVanWynsberghe, 2016). We present the case of the London 2012 project, where tourism and non-tourism stakeholders attempted to adopt a forward-looking strategy that is in line with a clear goal, set to leverage tourism beyond the host city.…”