Major events as catalysts for tourism

Abstract

Major events as catalysts for tourism OECD 2 © OECD-MAJOR EVENTS AS CATALYSTS FOR TOURISM This policy paper is published under the responsibility of the Secretary-General of the OECD. The opinions expressed and the arguments employed herein do not necessarily reflect the official views of OECD countries. The publication of this document has been authorised by Lamia Kamal-Chaoui, Director, Centre for Entrepreneurship, SMEs, Local Development and Tourism. This document, as well as any [statistical] data and map included herein, are without prejudice to the status of or sovereignty over any territory, to the delimitation of international frontiers and boundaries and to the name of any territory, city or area. This document has been declassified on the responsibility of the Tourism Committee under the OECD reference number CFE/TOU(2015)14/FINAL.

Role of International Celebrity Events Destination Promotion on Tour Firms Performance in Nairobi City County, Kenya

“…Events brand prospective destinations by performing roles, such as co-branding partner, as a vital component of the brand, or as a brand extension (Getz & Page, 2016). Events, such as sporting, cultural, business, and political, continue to enhance a destination's competitiveness and development through marketing (Waller, Trendafilova, & Daniell, 2014;OECD, 2017). Destinations use celebrities attending events to promote their domestic and international tourism markets (Lee & Yoo, 2015).…”