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Abstract

Details

Sport, Gender and Mega-Events
Type: Book
ISBN: 978-1-83982-937-6

Article
Publication date: 12 April 2013

John Nadeau, Norm O'Reilly and Louise A. Heslop

Little research has examined sponsorship within the context of megaevent and related host images. This paper seeks to explore the relationships among country…

3054

Abstract

Purpose

Little research has examined sponsorship within the context of megaevent and related host images. This paper seeks to explore the relationships among country, destination, megaevent and sponsor images through the evaluations formed of each entity.

Design/methodology/approach

Based 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 megaevent itself and sponsors.

Findings

Results 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/implications

Future research should examine the relationship among country, destination, megaevent and sponsor images in other megaevent and country contexts. In addition, the pattern of these relationships should be assessed longitudinally.

Practical implications

This 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/value

These 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 megaevent on sponsor images.

Details

Journal of Product & Brand Management, vol. 22 no. 2
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 10 March 2020

Carole B. Sox, Mary M. Sox and Jeffrey M. Campbell

Mega-events have been the topic of unprecedented consideration within recent research. Research on the residents' perspectives, however, is still in the infancy stage, yet…

Abstract

Purpose

Mega-events have been the topic of unprecedented consideration within recent research. Research on the residents' perspectives, however, is still in the infancy stage, yet a key contributor to the overall legacy planning considerations and process. This research investigates resident perceptions toward a mega-event to assist with planning/execution of such events in addition to advancing knowledge within this area.

Design/methodology/approach

For this research, an online survey was utilized to reach out to residents in the host city during the mega-event, Solar Eclipse Weekend. Factor analysis and cluster analysis were used to analyze the results.

Findings

Using exploratory factor analysis, 305 online surveys were analyzed. Using varimax rotation, factor analysis determined four significant factors: environment, local engagement, tourism support, and infrastructure. Cluster analysis was then conducted identifying three clusters of residents labeled neutralists, supporters and enthusiasts.

Practical implications

The practical implications should be of assistance to professional event planners, city governments and destination marketing organizations. Through utilization of the information provided, community participation should be sought after throughout the planning phase and into the management and execution of large events to best gain resident support.

Originality/value

This research further explored residents' perspectives of a mega-event. While this area of research has been noted in strategic approaches to planning, managing and executing mega-events, the research on stakeholders (such as residents') perspectives is still in the infancy stage. This research contributes to advancing industry planning approaches and strategic execution, in addition to advancing academic knowledge within this area.

Details

International Journal of Event and Festival Management, vol. 11 no. 2
Type: Research Article
ISSN: 1758-2954

Keywords

Article
Publication date: 20 March 2017

Brendon Knott, Alan Fyall and Ian Jones

Sport mega-events have received much criticism of late. However, there has been increasing awareness of the brand-related benefits from hosting a sport mega-event, with…

5054

Abstract

Purpose

Sport mega-events have received much criticism of late. However, there has been increasing awareness of the brand-related benefits from hosting a sport mega-event, with their hosting being a deliberate policy for many nations, most notably among emerging nations. One such nation is South Africa, which explicitly stated its nation branding ambitions through the staging of the 2010 FIFA World Cup. Through this single case, this paper aims to identify the unique characteristics of the sport mega-event that were leveraged for benefits of nation branding.

Design/methodology/approach

An interpretivist, qualitative study explored the insights of nation brand stakeholders and experts, elicited using in-depth, semi-structured interviews (n = 27) undertaken two to three years after the staging of the event.

Findings

Three characteristics of the 2010 sport mega-event were deemed by stakeholders to be unique in creating nation branding opportunities: the scale of the event that created opportunities for transformational development; the global appeal, connection and attachment of the event; and the symbolic status of the event that was leveraged for internal brand building and public diplomacy. The paper proposes that while sport mega-events provide nation branding opportunities, the extent of these benefits may vary according to the context of the nation brand with lesser-known, troubled or emerging brands seemingly having the most to gain.

Originality/value

While acknowledging the critique of mega-events, this paper highlights a pertinent example of an emerging nation that leveraged the potential of a sport mega-event for nation branding gains. It extends the understanding of sport mega-events and their potential for nation branding.

Details

International Journal of Contemporary Hospitality Management, vol. 29 no. 3
Type: Research Article
ISSN: 0959-6119

Keywords

Article
Publication date: 22 October 2010

Leo Jago, Larry Dwyer, Geoffrey Lipman, Daneel van Lill and Shaun Vorster

The purpose of this paper is to examine the reasons that megaevents rarely realise their potential for host destinations and to suggest issues that need to be addressed…

9696

Abstract

Purpose

The purpose of this paper is to examine the reasons that megaevents rarely realise their potential for host destinations and to suggest issues that need to be addressed in rectifying this issue.

Design/methodology/approach

The paper is based on a synthesis of the literature as well as the substantial event‐related experience of the authors.

Findings

The key reason that megaevents do not generate the expected benefits for the host destination is that event organisers and destination managers adopt a short‐term perspective rather than seeing megaevents as part of a long‐term strategy for the destination. Even the planned legacies are often not realised as resource constraints in the lead up to the staging of the event often results in resources being shifted away from planning for legacies and being allocated to helping cover the more immediate needs of the event.

Research limitations/implications

If the megaevent knowledge portal that is proposed in this paper to help improve the overall contribution that megaevents make to host destinations is developed, it will prove to be a fertile source of data for longitudinal research in the field of megaevents.

Originality/value

As so many megaevents fail to deliver the expected benefits for the host destination, this paper provides some useful insights into the key issues that need to be addressed in order to help overcome this problem.

Details

International Journal of Event and Festival Management, vol. 1 no. 3
Type: Research Article
ISSN: 1758-2954

Keywords

Article
Publication date: 7 March 2016

Brendon Knott, Alan Fyall and Ian Jones

This paper aims to indicate a shift in focus from legacy to the leveraging of event impacts, and previous papers have indicated a growing awareness of the brand-related…

2460

Abstract

Purpose

This paper aims to indicate a shift in focus from legacy to the leveraging of event impacts, and previous papers have indicated a growing awareness of the brand-related legacies associated with sport mega-events for a host nation. However, none have explored this in relation to the strategic activities of nation brand stakeholders.

Design/methodology/approach

The case of South Africa and the 2010 FIFA World Cup was selected, as this host nation clearly stated its aim of using the sport mega-event to develop its brand. A qualitative study explored the insights of selected, definitive nation brand stakeholders and experts, elicited using in-depth, semi-structured interviews (n = 27) that took place two to three years post the event.

Findings

A thematic analysis clustered the leveraging imperatives into seven key strategic focus areas, namely, the media, local citizens, stakeholder partnerships, the tourism experience, design, sustainable development and urban transformation and event hosting.

Research limitations/implications

This paper is not an audit of leveraging activities nor does it assess the costs of leveraging. The focus on a specific case has allowed for an in-depth analysis, although, for greater transferability of these findings, it is recommended that further comparative studies be conducted, especially in emerging nation contexts.

Practical implications

The paper identifies key strategic focus areas as well as examples of practical activities for leveraging mega-events to gain and sustain nation brand benefits. In particular, stakeholders are urged to plan and budget for leveraging before, during and especially post an event.

Social implications

In light of the critique of mega-events linked to their social impacts and costs, this paper recommends leveraging focus areas, and especially the mobilisation of citizen support, that can assist the realisation of positive social outcomes.

Originality/value

The paper adds to the emerging discourse of nation branding, highlighting opportunities derived through sport mega-events and assisting brand stakeholders to leverage such opportunities more effectively.

Details

International Journal of Culture, Tourism and Hospitality Research, vol. 10 no. 1
Type: Research Article
ISSN: 1750-6182

Keywords

Article
Publication date: 19 June 2017

Albert A. Barreda, Sandra Zubieta, Han Chen, Marina Cassilha and Yoshimasa Kageyama

This study aims to examine the impact of a mega-sporting event “2014 FIFA World Cup” on hotel pricing strategies and performance.

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Abstract

Purpose

This study aims to examine the impact of a mega-sporting event “2014 FIFA World Cup” on hotel pricing strategies and performance.

Design/methodology/approach

The present project examines the host regions’ response to the 2014 FIFA World Cup which was established by the variance in the main hotel key performance indexes: occupancy, average daily rate, revenue per available room (RevPAR) and supply. Using data gathered from STR, this research distinctly shows how the Brazilian host regions reacted to the World Cup.

Findings

Results suggest that the key performance indicators of Brazil’s lodging sector reacted differently to the World Cup. Although all hosting cities experienced significant RevPAR growth because of the increase in hotel room rates during the event, the supply and occupancy performed differed from each city.

Research limitations/implications

Research is limited to the case of hotel performance at the country level for mega-events. The study focused on the reaction of revenue managers in the Latin America context. Other contexts may generate different results.

Practical implications

The study helps revenue managers to examine how the FIFA World Cup travel demand affected pricing strategies and revenue management practices in the Brazilian hotel sector in areas undergoing seasonal growths in overnight tourism. This study serves to inform hoteliers and practitioners about revenue management pricing strategies to improve hotel performance during mega-sporting events.

Social implications

This study reveals that the benefits brought by a mega-event are not always translated into strong hotel revenue performance. This study highlights an important but understudied research area of revenue management pricing strategies and the effect of mega-sporting events in the hotel sector. This study contributes to the literature as one of the few investigations to benefit hotel pricing strategies and overall revenue performance.

Originality/value

This study is one of the few studies about exploring the reaction of revenue managers during the execution of a mega-sporting event. The value of the present study lies in the fact that the authors extend previous studies examining the impact of the most important sporting event in the hotel industry at the country-level perspective. This study serves to inform hoteliers and practitioners about revenue management pricing strategies to improve hotel performance during mega-sporting events.

Details

Tourism Review, vol. 72 no. 2
Type: Research Article
ISSN: 1660-5373

Keywords

Article
Publication date: 10 October 2016

Ying-Wen Liang, Chih-Hung Wang, Sheng-Hshiung Tsaur, Chang-Hua Yen and Jin-Hua Tu

The purpose of this paper is to identify the impact indicators of the 2010 Taipei International Flora Exposition from the perspective of residents and to investigate the…

3343

Abstract

Purpose

The purpose of this paper is to identify the impact indicators of the 2010 Taipei International Flora Exposition from the perspective of residents and to investigate the effects of these impacts on the urban sustainability through the perceptions of Taipei residents after the exposition.

Design/methodology/approach

The authors conducted a literature review and consulted experts to identify the impact indicators of the exposition. This process resulted in 17 indicators of economic impact, 12 indicators of environmental impact, and 13 indicators of social impact, and the authors developed a 12-dimension/42-indicator mega-event impact measurement scale. Using a survey of 1,628 host residents after the exposition, the authors performed regression analysis to investigate the effects of these impacts on the urban sustainability.

Findings

The results indicated that economic, environmental, and social impacts exerted significant positive effects on urban sustainability. All positive dimensions of economic, environmental, and social impact exerted significant positive effects on urban sustainability, and all negative dimensions exerted nonsignificant effects on urban sustainability.

Originality/value

This study identified the impact indicators of the 2010 Taipei International Flora Exposition and investigated the effects of these impacts on the urban sustainability. The findings of this study indicated that economic, environmental, and social impacts of the exposition exerted significant positive effects on urban sustainability.

Details

International Journal of Event and Festival Management, vol. 7 no. 3
Type: Research Article
ISSN: 1758-2954

Keywords

Article
Publication date: 1 April 1987

Tyrrell Marris

Now that we have reviewed the basic reports, the published special reports and the discussions of the working groups let us see what can be high‐lighted as a conclusion…

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Abstract

Now that we have reviewed the basic reports, the published special reports and the discussions of the working groups let us see what can be high‐lighted as a conclusion. How has this Congress advanced the science of tourism applied to mega‐attractions and to megaevents?

Details

The Tourist Review, vol. 42 no. 4
Type: Research Article
ISSN: 0251-3102

Abstract

Details

Sport, Gender and Mega-Events
Type: Book
ISBN: 978-1-83982-937-6

1 – 10 of over 3000