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World Tourism Organization (WTO) recognizes image as the main aspect to be considered by a destination in its promotion and marketing process. Cities try to build valued and recognized images, established from an identity defined based on their own values. One of the strategies adopted for this construction is to hold events, through which it is possible to promote tourism, move the economy, improve the infrastructure, change the image and influence intentions to visit the destination. From the point of view of supply and demand, theorists have proposed two categories of destination image: the projected image and the perceived image. In this context, the objective of the research was to propose a model for measuring the Projected and Perceived Image through the Organizational Identity of the Volvo Ocean Race Brazil.

With a quali-quantitative approach, the study universe is composed of in-depth interviews with the main members of the organizing committee, documentary and netnographic analysis of the event's social networks. For the analysis and interpretation of qualitative data, the collective subject discourse was used. Documentary and netnographic analysis were by means of deductive content analysis and correspondence analysis.

The results supported the three secondary hypotheses of the research, leading to confirm the central hypothesis that the constructed organizational identity, projected by the image, is perceived by visitors to the event studied.

It is understood as fundamental the expansion of studies regarding projected and perceived image, identity and the possibility of its application in tourist events, as social representations, as support also for the definition of management and marketing strategies.

This paper sets out to contribute to the growing literature analysing the broader impacts of event hosting. The purpose of this paper is twofold: the first is to add to the growing literature concerned with the spatial impact of immediate (economic) impacts on host locations; the second, in line with the dynamic element introduced by Chalip (2004), is to identify the implications for business leveraging of mega events in the more medium term.

The methodological approach involved analysis of documentary evidence and observational analysis on site before and during the event. The findings are primarily derived from a survey of 150 businesses located across Galway city and its suburbs alongside a thematic analysis of six interviews with the organisers of the event and survey responses.

The authors find that the aspirations to spread the benefits of hosting ultimately proved unsuccessful. Key to this is the power held by global event organisers relative to local organisers. The authors also identify a degree of mismanagement and a lack of adequate support for the organisation of leveraging activities. The authors note a unique geography of impact that does not follow a linear path of decrease from the event site.

The work highlights the tensions that can exist between the aspirations of hosting cities and their local organisers against those of international brands responsible for the organisation of global events. The results on the geography of impact also highlight a unique spatial trend, one that sees economic impact increase on the outer limits of the city.

The Rolex Middlesea sailing event takes place in Malta on an annual basis. The race forms part of a number of new tourism initiatives supported by the Maltese Government. These aim to diversify the Maltese tourism economy from reliance on mass tourism to more niche or specialist forms based, for example, upon the “Blue Economy”. The purpose of this paper is to focus on the impact and future of sailing events using the Rolex Middlesea sailing event as a specific case. In turn it evaluates current and future contributions to both the Maltese tourist economy and broader experiences and lessons of such events for other regional destinations. Consideration is given to the overall impact of the Rolex race for Maltese tourism; how the event can be improved to enhance its contribution to Maltese tourism; and what challenges the event faces in promoting Malta as an “alternative” tourism destination. Conclusions assess the benefits and barriers for developing maritime events and for sailing and yachting sectors as an alternative tourism option for Malta. In turn, it provides a specific and unique case that reviews implications for such events and, at a broader policy context, lessons for developing niche event markets for tourism destinations generally.

This research focusses upon an inductive approach using qualitative and case study research methodologies. Secondary data for events management, sports tourism sailing and yachting and niche market development provide a contextual framework. Primary research is used to collect qualitative data which are based on purposeful sample selection of interviews from professionals associated with Maltese maritime industries and key stakeholder groups. The data are analysed through discourse analysis techniques utilising grid matrices to evaluate and ascertain common themes and responses that occur from the discussions and questions asked.

Results point to lessons learnt and future policy directions for the Blue economy and sailing and yachting as drivers for change. Results show that the RMSR can clearly create opportunities for the establishment of new innovative tourism markets. In turn, it is also recognised that this can lead to a stronger sailing and yachting tourism industry not only within Malta but also help regenerate or sustain interest in maritime traditions and stimulate new opportunities for maritime tourism and broader opportunities for the growth of the “blue economy” agenda across the region and further afield.

This single case study can be best described as an “exploratory” study. It deals with how an event is structured, functions and performs particularly within the different inter-organisational partnerships. In this context, the research deals with the case study of a real-life event and therefore its academic value may tend to be rather specific and industry focussed. The empirical value of the enquiry, nonetheless, can provide a platform to draw more general assertions regarding the hosting of sailing and yachting events and consequences more broadly for events management theory and practice.

Evidence from the research also suggests that sailing and yachting has the capability of lending itself to many different areas of investment and new business development opportunities such as overwintering for yachts and corporate business event sponsorships linked to a growing MICE market. The need to engage with local communities at a local level is also recognised as a potential for building recognition and skill capacity. This, in turn, can assist local host communities to familiarise themselves with the discipline of sailing as a life skill simultaneously strengthening and encouraging maritime tradition and opening opportunities for social development, business and employment growth.

The RMSR demonstrates that such an event can assist local host communities to familiarise themselves with the discipline of sailing as a life skill simultaneously strengthening and encouraging maritime tradition and opening opportunities for social development, business and employment growth. The growth potential of the RMSR is thus broad and, in many ways, may continue to assist Malta in diversifying its traditional tourism markets, capitalising assets, developing opportunity for its local communities, encouraging business opportunity and assisting in developing a higher quality tourism focus for the Islands.

Detailed and insightful research on sailing and yachting in Malta remains fairly limited and there is little hard evidence to prove the value of such events since there is little available data on differential spending patterns and little cost/benefit analysis undertaken. The RMSR case provide unique research which sets out to explore the role of the RMSR to Malta’s tourism product, identify and evaluate factors for success, evaluate key contemporary issues and challenges in hosting the event, evaluate the future potential of such events for Malta’s tourism economy and draw broader benefits and lessons for hosting events of this nature.

The purpose of this paper is to identify the factors informing spousal global mobility decisions within the context of sporting expatriation. Findings contribute to the non-corporate global mobility literature as well as providing an empirical enhancement to the family relatedness of work decisions framework.

In this qualitative study, in-depth interviews gave voice to 21 spouses of professional sailors who have experienced both trailing their spouse and staying behind.

Access to empathetic social support, the potential impact on children, and the spouse’s career were all found to influence the spouse’s dynamic global mobility decision making.

The study is limited by the cross-sectional nature of the research. Future longitudinal research into the impact of spousal preferences would identify the on-going effect of their decision(s) to relocate or to stay behind.

Providing organisations with an understanding of the familial issues their global talent may factor into their work mobility decisions will allow them to implement appropriate family-focussed support, irrespective of the choice to engage, or not engage, in global mobility.

By grounding the study in the under-researched sporting arena, the author contributes to the emerging non-corporate expatriate conversation. Furthermore, the family relatedness of work-related decisions framework was found to provide a useful conceptual foundation for understanding decision making in an international context.

The relationship between real sport and its digital adaptation is significantly influenced by technological advancements. However, it is not a process that has developed in a linear fashion. On the contrary, it has been formed from diverse, parallel and to some extent opposing processes. In this paper, the relationship between real sport and its digital adaptation in computer games, virtual environments and augmented reality will be analysed using concrete examples.

The purpose of the paper is to expand existing qualitative parameters in current marketing research discourse by integrating Barthesian theory into the study of subcultural marketplaces.

While essentially conceptual in nature, this paper adopts a comprehensive intertextual, semiotic approach which argues for the substantive investigation of the marketing text as a foundation for understanding consumption in a subcultural context.

To date, the integration of Barthesian intertextual theory has proved to be an effective method of interrogating subculturally‐oriented materials.

Marketers, in commercial contexts, will access a greater depth of insight into the subcultural market by applying an intertextual, semiotic framework as demonstrated in this paper.

While marketing discourse has taken interest in semiotics, this has typically occurred via the work of US semiologists, rather than the French school in their organic form. This is one of the first papers to locate Barthes within the marketing paradigm as a potential analytical framework. The paper suggests ways in which his influential theories may be applied as a viable analytical tool in qualitative research.

The purpose of this paper is to examine the significance of the inaugural Singapore Formula One Grand Prix within a tourism context. Impacts of the event and attitudes towards it are explored with a view to illuminating the consequences of and challenges inherent in sports events tourism for destinations with limited prior experience.

A case study approach is employed and the account is based upon the collection and analysis of materials in the public domain. This information is supplemented by primary data obtained from a survey of local residents and personal observation.

The Singapore Grand Prix is an example of sports events tourism, a subset of events tourism, which now has an important role in development and marketing strategies. Official expectations of the particular event seem to have been largely met, but understanding of its costs and benefits varies and whether the latter outweighs the former remains to be determined. Lessons have been learned from the experience, but the dynamic environment of tourism means constant change and new dilemmas to confront.

The use of sports events in tourism strategies is a comparatively recent trend in parts of Asia and the case of Singapore reveals some of the underlying factors and forces at work. Insights are afforded into impacts of major sports contests at such destinations and the obstacles to overcome in pursuit of success.

To provide a conceptual framework to help researchers and managers understand the complex factors affecting the associations between brands.

Brand extension, co‐branding and other associative techniques together with an increasingly communicative environment are resulting in an increasingly complex set of networks and relationships between brands, with singular and multiple relationship forms. There are two key perspectives on these complex relationships, that of the customer and that of the brand owner, i.e. what is seen at the point of transaction and what is expressed by the various brand constructors. Two key perspectives on brand relationships are used that of the customer and that of the brand owner, to describe and discuss an analytical classification of these relationships.

A conceptual synthesis of the dynamics of brand networks and business relationships is presented and a 2 × 2 matrix is developed to classify and describe the four categories that emerge.

Different management strategies for different types of business‐brand relationships are suggested.

The conceptual synthesis is new and some uses of the classification for researchers and brand managers are suggested.