The Potential Impact of Mega Sport Media on the Travel Decision‐Making Process and Destination Choice—The Case of Portugal and Euro 2004

Abstract

The paper is concerned with exploring how the media coverage of mega sport events influences the travel decision-making process and destination choice of potential travellers. The decision was made to use Euro 2004 and Portugal as a case study in order to discover the conceptual factors relevant to this phenomenon. The methodology consisted of a comprehensive literature review and in-depth interviews with potential travellers. The data suggest that Euro 2004 did not do much to induce travel to Portugal among the informants, and this raised questions regarding the effectiveness of this type of promotion for destination marketing. It suggests that most destinations using this technique may have to employ strategic leveraging techniques if any tourism benefits are to be derived. If this is not done, the tourism marketing potential may fail miserably and result in a loss of the investment made by the government and public bodies that invest in these events for tourism purposes.

Vocationalizing Event Management Degrees

“…Reflective practice is the integration of knowledge to comprehend important processes within the teaching profession and to reflect on how these processes can be integrated or modified for the best possible outcomes. Reflective practice, combined with other qualitative research methods, is widely used in ethnographic studies, particularly those areas involving social action (Bowen, 2002;Sealy & Wickens, 2008;Wickens, 2002). With ethnography and reflective practice being the underlying principle behind this article an eclectic approach to data collection was undertaken resulting in a triangulation of data from a purposive sample of three graduating cohorts and the researcher's observation log and literature review.…”

Themes and content of the London 2012 Olympic Games Opening Ceremony: A comparison between pre-Games perspectives of British residents and actual ceremonial elements

“…Even though the authors recognise these limitations, the findings of this study are valid until "further notice" (Sealy & Wickens, 2008) i.e. until another researcher carries out a similar study with similar aims and objectives and confirms or disputes its findings.…”

“…Mega sport events, such as the Olympic Games, have been used as a promotional tool for enhancing a destination’s cultural image (Kaplanidou, 2006). The Opening Ceremony of the Olympic Games is said to raise awareness of the major tourist attractions of the host destination (Sealy and Wickens, 2008). As a special event it should show the uniqueness of the city where the Games are taking place and their most culturally significant landmarks.…”

“…According to British Broadcasting Corporation (BBC) commentator for the Los Angeles 1984 Olympic Games Opening Ceremony, David Coleman, to stage the host nation’s culture, history, music and dance during the ceremonial presentation has been one of the Olympic ceremonial traditions (Tomlinson, 1996). The way of conveying the image of a host city’s culture and history varies from one country to another, which makes each Opening Ceremony unique (Sealy and Wickens, 2008). For instance, the Summer Olympic Opening Ceremony in Athens projected ‘new Greece’ to the global audience (Traganou, 2010), whereas Manzenreiter (2010) commented that China used the Beijing Olympic Games to promote ‘Cultural China’ and ‘Modern China’ for its national identity.…”

Relações entre imagem de cidade-sede e de destino-mãe: um estudo dos Jogos Olímpicos de 2016 no Brasil

“…(2011), Damo e Oliven (2013), esses não abordaram especificamente a relação de influência entre a imagem da cidade-sede e do destino-mãe. O foco dos estudos foi a imagem do Brasil enquanto destino ou enquanto país ou a imagem do Rio de Janeiro.Sobre isso, vários estudos da literatura em geral destacam os resultados positivos no que tange à imagem do destino após a realização de megaeventos no país, com destaque para os megaeventos esportivosDEMBEK;WLOCH, 2014;DENG;LI, 2013;SEALY;WICKENS, 2008;QI;ZHANG, 2008). Há também trabalhos que apontam benefícios da imagem do destino após a realização de Jogos Olímpicos em um país em desenvolvimento, como é o caso da ChinaQI;ZHANG, 2008;BERKOWITZ et al, 2007) e da África do Sul (HEMMONSBEY; TICHAAWA, 2018).…”