Sports-events, tourism and destination marketing strategies: an Australian case study of Athens 2004 and its media telecast

Hede, Anne-Marie

doi:10.1080/14775080500422452

Cited by 74 publications

(53 citation statements)

References 20 publications

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“…Tourism motivation studies mainly depend on tourism product diversities such as 'ebilities' tourism (Ray & Ryder, 2003), heritage tourism (Poria et al, 2006), senior tourism (Sangpikul, 2008), sport tourism (Kurtzman & Zauhar, 2005), agri-tourism (McGehee & Kim, 2004), rafting tourism (Fluker & Turner, 2000), eco-tourism (Holden & Sparrowhawk, 2000), or tourism in a general sense (Goossens, 2000;Kozak, 2002;Awaritefe, 2004;Pearce & Lee, 2005;Snepenger et al, 2006;Yoon & Uysal, 2005). On the other hand, only a few studies have examined the motivations of event visitors (Yuan et al, 2005;Lee et al, 2004;Neirotti et al, 2001;Schofield & Thompson, 2007); a majority of studies are mainly focused on economic aspects (Yu & Turco, 2000;McHorte & Rungeling, 2000;Tyrrell & Johnston, 2001;Dwyer et al, 2005Dwyer et al, , 2006Daniels & Norman, 2003;Andersson et al, 2004;Connell & Page, 2005;Daniels et al, 2004), general impacts (Gursoy et al, 2004;Jones, 2001), or the marketing basis (Richards & Wilson, 2008;Hede, 2005) of the events. Crompton and McKay (1997) have cited three interrelated reasons as to why research on event motivation is important.…”

Section: Motivation In the Context Of Eventsmentioning

confidence: 98%

Festival motivators and consequences: a case of Efes Pilsen Blues Festival, Turkey

Bayrak

2011

Anatolia

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Festivals and other events are considered important attractions by destination marketers for selection of the destination by prospective tourists. In fact, special events have proved to be a suitable way for achieving visibility and building reputation for destinations. In addition to playing an important role in promoting the destination and enhancing the image, events have various other advantages. In this regard, the pull factors of an event should meet the push factors of festival-goers to be considered in the decision-making process. Thus, it is vital to understand the motives of attendees when designing better products and services as they are closely linked to satisfaction, which is a crucial ingredient in understanding the decision-making process of festival-goers. The present study focuses on the relationship between motivation, festival performance, and satisfaction/loyalty of festival visitors by means of SEM analysis. IntroductionFestivals and other events are important temporary attractions that offer unique experiences to the attendees. Events can be considered as the core attractions of a destination; however, in fact they are mainly referred to as short-term attractions owing to the scope and length of a particular event. Thus, it is important to understand the motivation of event goers and examine why people attend an event and what kind of an experience they desire in order to direct efforts in favor of improving the event, planning the event schedule and the activities that take place, and thereby enhancing the overall quality of the festival. In this regard, it is important to identify motivations that lead people to travel in order to attend events. This would help in effective event management as well as in conducting a successful event marketing program. As emphasized by Getz (2008) 'event management' is a fast growing professional field in which tourists constitute a potential market for planned events, and the tourism industry has become a vital stakeholder in the success and attractiveness of such events. Therefore, the unique benefits of festivals can be communicated to prospects so as to create and increase the demand. On the other hand, the main reason for tourists traveling to a particular destination to attend a particular event should directly determine the concept of event marketing and indirectly determine the concept of destination marketing.Two dimensions of motivations can be applied to events, namely, push and pull motivations. Event managers have no control over internal motivations (push factors) whereas in most cases they have control over external motivations (pull factors). Getz (2008) presented an argument that pull factors apply more to those with special interests who want a specific set of benefits offered by the event. Getz (2008) also emphasized that the exact balance between generic (escapist) and specific (seeking) benefits obtained at any given event will depend on many personal factors, including motives, expectations, mood and the experiences obtained. On the ...

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Section: Motivation In the Context Of Eventsmentioning

confidence: 98%

Festival motivators and consequences: a case of Efes Pilsen Blues Festival, Turkey

Bayrak

2011

Anatolia

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“…The Olympic Games are widely recognised as the ultimate benchmark of a mega-event (Faulkner et al, 2000) and have been defined as 'the perfect example of a mega-sport event with worldwide appeal' (Neirotti et al, 2001, p. 327). Thus, they offer a unique media opportunity with telecasts reporting on the sport events and, increasingly, on the host destination -its landscape, attractions, culture and people (Hede, 2005). Although media coverage of sport events may not have a direct effect on intention to visit (Chalip et al, 2003), television coverage can have a positive impact on the way the host city is perceived; and it has been suggested that the 1992 Olympic Games transformed the image of Barcelona from 'a grey and boring city: today it is a city of colour and life' (Duran, 2005, p. 83).…”

Section: Tourism and The Olympic Gamesmentioning

confidence: 99%

Sponsor hospitality at the Olympic Games: an analysis of the implications for tourism

Brown

2007

Journal of Tourism Research

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The study examined the impact on tourism of sponsor hospitality programmes at the Sydney Olympic Games. With preferential access to resources accorded to Olympic sponsors, new tourism networks were created. The role of the media, interpersonal communication and implicit messages using Olympic symbols are discussed. A survey of people invited by Olympic sponsors to attend the Sydney Olympic Games found that 80% of guests had not previously visited Australia. Positive evaluations of their experience at the Olympic Games, attending events and visiting the host city, created a desire to return and to recommend the destination to others.

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“…Therefore, they have to turn to second-tier sports events, such as the World Orienteering Championships organized in Lausanne in 2012. If the impacts and the legacy of major events are already questioned (Black et Van der Westhuizen, 2004;Hede, 2005;Feddersen et Maennig, 2012), it is even harder to imagine that one-off events from less popular sports (meaning fewer media coverage and fewer spectators) can contribute significantly to territorial development. This last comment is important.…”

Section: Toward a Lausanne's Leadershipmentioning

confidence: 99%

“…Although, numerous reasons to host an event can be mentioned, it is usually their expected economic impacts for the territory that are highlighted by the authorities. However, the capacity of sports events to brand and promote the host destination to investors, companies, tourists and residents should not be neglected (Hede, 2005;Mason & Duquette, 2008;Misener & Mason, 2008;Fourie & Santana-Gallego, 2011), as their use for personal ends, especially political purposes (Chappelet, 2006). Since, post-event evaluations are rarely done, and if it is the case mainly for direct economic impacts, all the expected effects remain theoretical.…”

Section: Why Host Sports Events?mentioning

confidence: 99%

From the Olympic dream to a down to earth approach: Lausanne’s sports events hosting strategy

Pinson

2015

Sport in Society

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In the context of globalized competition among territories, cities, regions and countries have to find new ways to be attractive to companies, investors, tourists and residents. In that perspective, major sports events (such as the Olympic Games or the FIFA World Cup) are often seen as a lever for territorial development. Based on that idea, many sports events hosting strategies have emerged in the 1980s and 1990s. However, the growing competition in the sports events' market and the gigantism of those major events, forced some territories to turn to smaller events. This necessary resize of their strategy raises the question of their capacity to meet the initial objectives, which aim usually at developing the economy and promoting the image of the host destination. This essay sketches out the evolution of a sports events hosting strategy in a city that does not have the resources (either financial, human or in terms of infrastructures) to attract major international sports events. The challenges they have to face and a possible solution based on the event portfolio perspective are discussed through the article.

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Sports-events, tourism and destination marketing strategies: an Australian case study of Athens 2004 and its media telecast

Cited by 74 publications

References 20 publications

Festival motivators and consequences: a case of Efes Pilsen Blues Festival, Turkey

Festival motivators and consequences: a case of Efes Pilsen Blues Festival, Turkey

Sponsor hospitality at the Olympic Games: an analysis of the implications for tourism

From the Olympic dream to a down to earth approach: Lausanne’s sports events hosting strategy

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