Planning for the great unknown: the challenge of promoting spectator‐driven sports event tourism

Wright, Richard Keith

doi:10.1002/jtr.640

Cited by 12 publications

(5 citation statements)

References 40 publications

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“…In addition to the short‐term impacts of tourist spending, long‐term benefits are also possible and are arguably more important considerations vis‐à‐vis hosting mega‐events due to the ability to enhance the place brand, encourage international economic development, attract new tourists over several years, and returning tourist visits. The literature supports strongly that mega‐events provide the means to accelerate urban development, attract global attention to the country, and re‐brand the country's products and services (Yuan and Chong, 2007; Horne and Manzenreiter, 2004; Wright, 2007; Gibson et al , 2008). Although some evidence of success exists in achieving these outcomes, it is important to note that a considerable amount of previous research indicates that the long‐term tourism impact of mega‐events is not certain (Ritchie and Lyons, 1990; Gibson et al , 2008; Horne and Manzenreiter, 2004; Yuan and Chong, 2007).…”

Section: Background and Relevant Literaturementioning

confidence: 89%

Linking place, mega‐event and sponsorship evaluations

Nadeau

O’Reilly

Heslop

2013

Journal of Product &Amp; Brand Management

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PurposeLittle research has examined sponsorship within the context of mega‐event and related host images. This paper seeks to explore the relationships among country, destination, mega‐event and sponsor images through the evaluations formed of each entity.Design/methodology/approachBased on data collected from 291 Canadian consumers two months after the Beijing Olympics, a SEM model examines the relationships among consumer evaluations of the host country, the country as a destination, the mega‐event itself and sponsors.FindingsResults support the hypothesized model and present a paradoxical situation for the Olympics hosted by China. While the overall country evaluation was found to have a strong and positive effect on its evaluation as a tourist destination and the destination evaluation has a subsequent positive relationship with Olympic evaluations, a direct and negative relationship between the evaluation of the country and of the Olympic Games was also supported.Research limitations/implicationsFuture research should examine the relationship among country, destination, mega‐event and sponsor images in other mega‐event and country contexts. In addition, the pattern of these relationships should be assessed longitudinally.Practical implicationsThis study provides evidence to show that the Olympic Games image is resilient and can thrive in challenging contexts. Further, sponsors can be assured that they are receiving value from Olympic sponsorships.Originality/valueThese results extend previous literature on sponsorship evaluation into the large, global sponsor context. In addition, this study examines the role of the host country in understanding the influence of the mega‐event on sponsor images.

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Section: Background and Relevant Literaturementioning

confidence: 89%

Linking place, mega‐event and sponsorship evaluations

Nadeau

O’Reilly

Heslop

2013

Journal of Product &Amp; Brand Management

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“…Organisers of sports events often initiate supplementary activities to achieve public subsidies (Wright, 2007). A theoretical framework that can explain this behaviour is recourse dependency theory, which basically states that organisations that are unable to generate enough internal resources need to interact with other organisations that can provide these resources (Pfeffer and Salancik, 1978).…”

Section: Discussion—analysismentioning

confidence: 99%

Why are major sports events trapped in the winner's curse? A case study of the 2017 World Road Cycling Championship

Solberg

Becker

Denstadli

et al. 2021

SBM

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PurposeThis paper sought to determine how a major sport event can become trapped in a winner's curse, in which the fierce competition to host the event forces organisers to spend more on acquiring and hosting it than what it is worth in economic terms.Design/methodology/approachThis study used a combination of document analysis and 47 in-depth interviews with 51 individuals representing various private and public organisations involved in the implementation of the UCI 2017 Road Cycling World Championship. Snowball sampling and a semi-structured interview guide were used to ensure coverage of all relevant information.FindingsThe organiser and the host municipal lacked the necessary experience with events of this size and character. Information from previous championships events was not transferred, and the municipality administration did not utilise experiences from hosting previous events. Limited financial resources prevented the organiser from hiring enough employees with the necessary competence. Lack of communication between the stakeholders who contributed in hosting the event reduced the quality of planning and preparations. A dubious culture and lack of seriousness within the Norwegian Cycling Federation, which was the owner of organising company, seemed to have been transferred to organiser.Originality/valueThe research identifies some of the reasons why major sports events so often turns out to be more problematic than expected in economic terms, not only for the organiser but also for actors in the public sector in the host city. The novelty is that it goes into depth on the underlying reasons and the dynamic forces behind these problems.

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“…Super Bowl, FIFA World Cup, Rugby World Cup, etc. ), the Olympic Games are widely considered to be the pinnacle (Faulkner et al, 2000) due to its array of associated hospitality events, billions of spectators and vast media reach (Wright, 2007;Drake, 2010). Neirotti et al (2001, p. 327) described the Olympic Games as "the perfect example of a mega-sport event with worldwide appeal".…”

Section: Study Context: the Olympic Gamesmentioning

confidence: 99%

Cityscape promotions and the use of place images at the Olympic Games

Nadeau

O’Reilly

Heslop

2015

Marketing Intelligence &Amp; Planning

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Purpose – The purpose of this paper is to investigate the extent that marketers are using place-based images to promote their brands within the host city of the Olympic Games. It is thought that non-sponsors may use place imagery as an alternate way to affiliate with the event or sponsors may use place to enrich their sponsorship activity. Design/methodology/approach – The study uses an observation-based approach to collect a sample of place-based promotional activity that is accessible to pedestrians during the 2012 Olympic Games. Findings – Results reveal that official sponsors and non-official sponsors are both using place-based imagery in their promotions within the host city of the Olympic Games. However, non-sponsors use place images more frequently than sponsors of the event. Place images were invoked by promoters using country flags most frequently followed by icons and explicit mention of place. The leading dimensions of place images employed by marketers include country character, the built environment and people competence. Place-based promotional activity was frequently observed in shopping areas, transportation, sports venues and in free media. Research limitations/implications – Results provide justification for future research in the area. Specifically, the need for empirical work based on surveys of consumers and interviews with practitioners are noted. Practical implications – In an era of highly protected event marketing rights, the existence of promotions based on place images can be a useful application for official sponsors to leverage their investments and protect their exclusivity. Similarly, results are beneficial to non-official sponsors who may seek to market in the vicinity of these events without infringing on the rights of official sponsors. Originality/value – While previous research on place, mega-events, the Olympic Games and sponsors has found the images of the three to be related, it is not known to what extent sponsors and non-sponsors utilize place images in their promotional activities throughout the Olympic host city.

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Planning for the great unknown: the challenge of promoting spectator‐driven sports event tourism

Cited by 12 publications

References 40 publications

Linking place, mega‐event and sponsorship evaluations

Linking place, mega‐event and sponsorship evaluations

Why are major sports events trapped in the winner's curse? A case study of the 2017 World Road Cycling Championship

Cityscape promotions and the use of place images at the Olympic Games

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