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The Dynamics of Traveler Destination Awareness and Search for Information Associated with Hosting the Olympic Games

Arch G. Woodside (Boston College, Carroll School of Management, 450 Fulton Hall, 140 Commonwealth Avenue, Chestnut Hill, MA 02467, USA)
Ray Spurr (University of New South Wales, Sydney, Australia)
Roger March (University of New South Wales, Sydney, Australia)
Heather Clark (University of New South Wales, Sydney, Australia)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Article publication date: 1 June 2002

208

Abstract

This article proposes a theory of direct and indirect inf luences of the Olympic Games on international tourism behavior and presents test results of the theory using a quasi-experimental research design and visitor exit data (n = 3,875 useable surveys). Key finding: among prior visitors to Australia, the share searching for information nearly doubles (from 30 to 59 per cent) in comparing visitors reporting no change in awareness to substantial increase in awareness of Australia as a vacation destination due to hosting the Olympics. Conclusion: hosting international mega-events may result in substantial increases in activities and expenditures by visitors but such impacts occur through increases in visitors' search for information.

Keywords

Citation

Woodside, A.G., Spurr, R., March, R. and Clark, H. (2002), "The Dynamics of Traveler Destination Awareness and Search for Information Associated with Hosting the Olympic Games", International Journal of Sports Marketing and Sponsorship, Vol. 4 No. 2, pp. 32-55. https://doi.org/10.1108/IJSMS-04-02-2002-B005

Publisher

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Emerald Group Publishing Limited

Copyright © 2002 by Winthrop Publications Limited

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