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The purpose of this paper is to quantitatively confirm whether hosting the Winter Olympic Games can improve tourism balance or increase the number of inbound tourists, and to discuss how Korea could maximize this opportunity. It also attempts to identify other critical variables for improving tourism balances and further suggests that the certain characteristics of participating nation’s patterns of medal wins at the Games should be better understood to contribute to attracting more tourists.

For the quantitative analyses of the relationship between tourism balance and the Games, Newey-West Hac estimation is used to correct autoregression for seven host countries of the Winter Olympic Games in last 24 years. For the analyses of characteristics of specialization in medal wins, conventional revealed comparative advantage model is used and tobit estimation method is applied.

This research confirms the role of hosting the Winter Games in improving tourism balance and increasing the number of inbound tourists. The findings from analyses on country specialization in sports largely coincide with the existing literature, however, in addition to confirming the well-established significance of key variables determining country performance like population and GDP, this study also discloses the role of other variables like team size and population density.

Major contributions of this paper are two-fold: it analyzes the Winter Olympic Games which was rarely tackled; and relates hosting the mega-sport events with the service trade account. As the host country of the 2018 Winter Olympic Games, the Republic of Korea has great potential to overcome that chronic deficit by attracting more inbound tourists. This study indicates how country characteristics of specialization can be used to enhance effectiveness of promotion strategy to attract a large number of foreign tourists to the PyeongChang Winter Games and consequently improve tourism balance.

This paper presents an alternative, “Latin” vision of our societies. Here the urgent societal issue is not to celebrate freedom from social constraints, but to re‐establish communal embeddedness. The citizen of 2002 is less interested in the objects of consumption than in the social links and identities that come with them. This Latin view holds that people like to gather together in tribes and that such social, proximate communities are more affective and influential on people’s behaviour than either marketing institutions or other “formal” cultural authorities. There is also an element of resistance and re‐appropriation in the acts of being, gathering and experiencing together. This view of the shared experience of tribes sets it apart from both Northern notions of segmented markets and one‐to‐one relationships. In this Latin view, the effective marketing of 2002 and beyond is not to accept and exploit consumers in their contemporary individualisation, as Northern approaches might. Rather the future of marketing is in offering and supporting a renewed sense of community. Marketing becomes tribal marketing. In a marketing profession challenged by the Internet phenomenon, tribal marketing is by no means just another passing fad but a Trojan horse to induce companies to take on board the re‐emergence of the quest for community.

This chapter investigates the current trend toward both creative and experiential tourism in cities in terms of the development and marketing of local attractions.

Creative tourism in cities is profiled through a literature review and further investigated by means of a case study at a local attraction in Toronto, Canada. The choice of a site was one of a creative city and the re-purposing of a formerly industrial site for visitation.

The study of Evergreens Brickworks demonstrated the use of marketing techniques to identify markets and match visitors with experiences. The visitor segmentation method determined that pre-scheduled and bookable activities offered for locals need to be offered on a different basis for tourists, who may be one time visitors to the site. The product-market match process suggested areas in which products could be modified or indeed created.

This practical study offers lessons for other local visitor attractions and their managers desiring to identify market segments and match them with appropriate activities creating experiential tourism at the site level within the creative city context.

While many studies of the creative tourism concept and cities have been undertaken within the context of destinations this research offers a site-specific perspective as well as marketing perspective that will be of practical value to attraction managers.

A WINTER sports resort is populated by three types, said the burgomeister, as we stood on a terrace just below the 10,000‐ft peak of the Zugspitze, Germany's highest mountain. He pointed them out: those who go to ski, those who seek the gay apres‐ski night life, those who prefer the gentle pastime of sitting in the winter sunshine.

The United States government is the world's largest publisher. Its presses churn out thousands of items annually, covering every conceivable subject. Even though most of the items deal with present day concerns, the United States government is responsible for the publication of a large number of histories. Unfortunately, these works, with the possible exception of the Department of Defense's Military History Series, have received little exposure and limited use. In an effort to bring this valuable resource to light, the following bibliography presents annotated citations to nearly 150 histories published from mid‐1977 through mid‐1979.

In The International Dictionary of Sports and Games, “sport” and “game” have the follow‐ing definitions:

While Australian snowsport participation may represent a small part of the overall international snowsport market, the fact that Australians are renowned for their willingness to travel makes the travel motives and behaviours of Australian skiers and snowboarders a worthwhile area of research. This paper aims to address this issue.

This exploratory research was conducted via online survey using both convenience and snowball sampling to investigate overseas snowsport travel intentions, in the next seven months, of Australian skiers and snowboarders, many of whom were advanced participants.

People who indicated that they intended to travel overseas for snowsport were mostly males, experienced snowsport participants, under 35 years of age, well‐educated, and in higher income levels. The results indicate that the key motivations of those intending to travel overseas relate to the core of on‐snow experience: reliability of snow, quality of snow, variety of terrain and off‐piste areas. Of less importance were the off‐snow and alternative on‐snow activities.

With the major sources of information for planning an overseas snowsport trip being the internet and families and friends, the availability of current information such as resort maps and current snow conditions via web cams, and the quality of experience of every customer visiting the resort, are key marketing strategies for this niche market.

This paper concentrates on those Australian holiday‐makers whose prime interest is snowsports to the exclusion of off‐piste activities/pleasures. It also highlights the significant role of both the internet and word‐of‐mouth recommendation in holiday planning, and consequently the need to ensure that every visitor experiences a high quality vacation.

Craig Fenech has represented athletes and sports media figures since 1980. In Winter 2001, he went to Toronto to meet Canadian ice skaters Jamie Salé and David Pelletier, and said: “I think you can become household names in the US.” Little did they know how true those words would prove: a few months later, the reigning world champions in the Pairs Figure Skating event found themselves at the center of scandal at the 2002 Winter Olympics, when the Russian pair of Berezhnaya and Sikharulidze were awarded the gold, despite a f lawless display from Jamie and David. An international outcry followed which was resolved four days later when the IOC awarded the Canadians a second gold medal. Here Craig talks with Professor Jerry Dailey from Kean University about his views on the role of the sport agent, the business side of sport and the ice-skating scandal.

This study aims at determining the risk of physical inactivity and sedentary behaviors on overweight and obesity among primary school children aged 10–13 years in Tanzania.

A case-control study was conducted from January to March 2020 involving 69 overweight/obese children as cases and 138 normal weight children as controls. Cases were identified as having body mass index-for-age ≥ +1 standard deviation (SD) and controls as those having BMI-for-age range between −2 SD to <+1 SD. A validated questionnaire was used for data collection on daily physical activities and sedentary behavior types, frequency duration and activity score. An independent sample t-test was used to compare means of activity score between cases and controls. Binary logistic regression was used to predict risk factors for overweight/obesity.

Risk factors for overweight/obesity were listening to music and/or radio for >2 h/week (OR 2.7, 95% CI 1.2–6.1) and walking for exercise <2 h/week (OR 2.1, 95% confidence interval [CI] 1.1–4.1). On the other hand, rope skipping for >2 h/week (OR 0.14, 95% CI 0.03–0.7) was a protective factor against overweight/obesity. Controls had a significantly higher mean score of being active during lunch breaks compared to cases (p = 0.012). Cases had higher weight, height and percentage body fat than controls (p < 0.001). The home environment provided more avenues for physical activity than the school environment.

To the best of the authors’ knowledge, this is original research work and the first case-control study to predict physical activity and sedentary behaviors as risk factors for overweight and obesity in Tanzanian school children.