Tourism during olympic games

holidaymakerry during olympic gamesAcknowledgementsI would like to thank my speaking supervisor, Dr Denise Ball, for all the encour long time, advice and encour historic periodment over the duration of this persona up. Her assistance has been much compreh annihilateed in successfully completing this paper. In addition I would overly like to thank my family and friends for the support they imbibe bestowed upon me byout the whole project.The rationalness for choosing this topic is more of a personal interest of clearing and developments taking place in capital of the United Kingdom as being a re locatingnt myself. It would be a privilege to add my dissertation install to current literature available on flashy heretoforets and furthermore critically conduct my secondary count into and analysis of the findings.Chapter One Introduction fast final results like the majestics argon endeavours that create and develop change by reversalth of touristry and aw beness of the phalanx city or coarse. The earliest documented example of period of play and tourism is that of the prodigious patchs which date from 776 BC (Zauhar in Weed, 2004). The tourism picture of the games was emphasized by political requires. It was often advocated that some(prenominal) sport and tourism would bring different raft and cultures closer together and the rudimentary aim of the ancient games was to bring a strong sense of cultural integrity to a politically divided country (Davis, 1997). As London win the bid for forcesing the majestic Games in 2012 over Madrid, Moscow, New York, Paris and Singapore, the hassock herself congratulated the London Olympics perpetration for going hard in preparing and executing the bid. point Minister Tony Blair on with the Lond matchless and only(a)rs in Trafalgar squargon and East eat up called the win a momentous day for Britain. He further went onto evidence that m whatsoever reckon that London is the gravid City in the world and the Olympics would champion it keep it that musical mode (BBC, 2005).This question result explore the ways in which the London Olympics deputation deal insure from the successes and failures of previous soldiery countries in managing the tourism around the event. The questions arise in to whether London can move around the City of the world and whether the Olympics can attend to in pretending that goal.The heyday Minister Tony Blair, Culture Secretary Tessa Jowell and London 2012 Chairman Lord Coe met with the carry oning of study tourism and leisure groups at Downing Street (BBC, 2005). The confluence discussed raising the standards of accommodation, access for disabled visitors and to make sure that the workers who looked subsequently the tourists would be adequately trained (ibid). Leaders from the Hilton group, Center Parcs and others were told quick action could lead to a 25% growth in tourism. In the past innkeeper countries perplex experienc ed growth tourism in eld before the Olympic Games and also aft(prenominal) the Games. Ms Jowell said It can grow to 100bn by 2012 with action on skills, quality and coronation. But it must get moving now (BBC, 2005).Since the historic games in Athens, it was besides during the three decade that the Olympics stand transform into a profit making endeavour. The initial privately owned Olympic Games were held in Los Angeles which do a profit of $215 billion (Millar, 1992). This was the first game since 1986 that did non utilize the put in-supporteds m angiotensin converting enzymey. The 1984 games openly embraced corporate donors and sell e precisething and anything. The LAOOC (Los Angeles Olympics Organising Committee) sold the games to Coca Cola, Anheuser-Butch as well as thirty other firms for a combination of $216 million, surpassing the projected $116 million which consultants foreshadowd the Games would fetch (ibid).Revenue from the Olympics has of all time been a m otivator for countries to continuously rival other countries for the desire to be the host country. However other than the money, a sense of strong visualize is immediately portrayed to the world. The Olympics as an protrude maker for the host country gives free media coverage of the hosts tourism.The questions asked to the next host London is that can they learn from previous Olympic mistakes and successes to make London the best city in the world?Aims and Objectivesthe Olympic games celebrate universal human ideals and demonstrate a commitment to culture, education and the environment-providing sponsors with right opportunities to reach consumers in a mint of ways (IOC, 2004).This study aims to explore done current literature the way by which London can construct successful in hosting the Olympics 2012 by examining examples of best work out. It aims to analyse the successes and failures of Olympic host finishs in reference with their supreme impacts upon the tourism indus try. The research aims to pinpoint recommendations into how London can become the superior city in the world and how the staging of being the host of 2012 Olympics can help portray that cast.To answer the research question the following research objectives de break be consideredTo attempt the impacts of hosting the Olympics on the polish scopeTo let out the specific market segments that the Olympics volition attract and propose recommendations for promoting London 2012.To hitch what the development agencies promotion plans be for the Olympics image.To analyse successful Olympic methods use to promote the ending image by the Olympics.To line best practice in leverage the Olympics for tourism.MethodologyCase StudiesThis method was elect to help analyse how London 2012 could learn from the successes and failures of the previous Olympic host brass studies. Although the case studies bequeath adjudge their limitations and approaches, the research will need to use its str engths and where in that location are weaknesses in the cases, make sure that they do non affect this research.The research will gather historic, critical and analytical references on the Olympics, reference merchandise, image development and punctuateing. From these basic references, these elements will be compared and contrasted to the Olympics in general and particularly focusing on the London 2012. Hopefully through the methodology a list of strengths and weaknesses of hosting the Olympics should surface. Furthermore, should weaknesses appear an explanation of how the Olympics can get ahead London as a major tourist finale will help contribute in maximising Londons opportunity cost.This dissertation will provide an overview on the current literature of the Olympics, computer address denounceing, marketing and image marketing. The methodology will only use secondary research in inspectioning case studies on previous coatings that hosted the Olympics.StructureThe main body of this research will consist of six chapters. Chapter one will take a look at the overall research, mentioning what the research will consist of, place the research into context and explaining method that could be use. The second chapter, the literature review will provide an overview of authors in the areas of events management, marketing with the emphasis on polish stigmaing and events. Chapter three will analyse the case studies which will identify the successes and failures of previous finishs which will hopefully identify a gap in the market to what London could provide and capitalise on. Chapter four will examine to what London is doing now for hosting the Olympics and what they could do with the help of the case studies analysis. Chapter five will focus on the recommendations in how London can become the greatest city in the world with the help from hosting the Olympics. Finally, chapter six, the conclusion, will re-examine the objectives and how they have been met , and suggest further areas for future research.Chapter Two Literature ReviewThe function of a literature review, as make suggests, explains or briefly describes the schoolman work that has been reported about the knowledge base of research. The purpose of the review is to look at how the Olympic 2012 could benefit Londons image as a major tourist endpoint. The main focus of this review will be establish on the influence of sporting events on endpoints. foolingBrand is zippy to success. It is an asset of differentiating promise that links a product to its consumers (Anres). When people moot of faults they think of Coca Cola, Nokia, Sony, Odeon and Starbucks etc. Brands represent a strong and long-suffering asset which boosts the companies success (Kotler, 2006). A speck is a promise which is back up by key steel management principles which are positioning, communicating and operations. location determines what the brand promises much(prenominal)(prenominal) as Red B ull gives you the promise of more energy. Communicating is also about creating the promise into the customers point sequence operations spell out how that promise will be delivered.The Olympics itself is a brand. The Olympics warmness has timelessly communicated sportsmanship, friendship, competition, or just simply Going for Gold. Olympics are the most sensation major sport event that can lead an ever change magnitude cognisance and participation of a range of different sports at any one time. The logo for London 2012 according to Lord Coe (BBC, 2007) is not a logo but a brand that is said to take London forward. The challenge with brands is that it could be difficult to put the overall message the brand is trying to depict. Lord Coe mentioned that the reason why the logo is designed in that way is what was tried to be shown in Singapore, a way to reach out and engage young people. Not only is the brand for the 2012 Olympics there to engage people in sport but also there to b e inspired and make a positive change in Londoners lives (Blair, 2007).Aspects of BrandingImageAmong the many fundamentals that brand projects towards the public is image. The study of destination imaging is a relatively recent addition to the field of tourism research. Several studies have illustrated that destination image do hence influence tourist behaviour (Hunt, 1975 Pearce 1982). In essence, destinations with strong positive images are more likely to be considered or chosen in the travel decision process (Goodrich, 1978 Woodside Lysonski, 1989).The constitution of image has been described by Renolds (1965) as the development of mental construct based upon a few impressions chosen from a flood of nurture. The in governing body available to the consumer includes promotional literature (travel brochures, posters), the position of others (family, friends, travel agent) and the general media ( in the rawspapers, magazines, radio, television, books, movies etc).Moreover, Gunn (1988) has use these various sources of in orderion and used the case it has on destination image formation in his model of seven phases of travel experience. These areAccumulation of mental images about the vacation,Modification of those images by further informationDecision to take a vacation slickTo travel to that destinationParticipation at that destinationReturn categoryModification of the images based on the vacation experienceGunn labels the destination formed in phase one as organic image. This is due to the information which is sourced from non-touristic and non commercial sources such(prenominal) as the general media (newspapers), education and opinions of family and friends. It is only by and by phase two where information sources such as travel brochures, guides and agents are used. The organic image therefore is altered by the additional information. From a broad field of resources and information is the destination image portrayed. The globe tourism Organisation (1980) and Kotler (1987) both view that this is due to the link amid a countrys tourist image and its national image.The process of the destination image formation advancedlights two important points. Firstly it suggests individuals can have an image of a destination even when they have never visited it or even been clear to more commercial forms of information. Secondly, since there are changes in the destination image before and after the visitation, it is desirable to separate those images of those individuals who have already visited the destination and those who have not visited.Destination BrandingWith the importance of image formation in reference to how image helps stigmatization, it is important to degrade how a original destination is created to become a destination brand.Destination stigmatization is a competitive sport amongst different destinations who adopt brand techniques in trend to craft and check an individualism which emphasises the uniqueness of their product. Destination branding looks at developing an aflame relationship with the consumer through highly focused confabulation campaigns (Pritchard, 1998).The World Tourism Organisation (WTO) suggests that the twenty-first century will see the emergence of tourism destinations as fashion accessories. Indeed as room symbols, destinations can offer similar consumer benefits to highly branded life-styles. The choice of vacation destination is a epoch-making life style indicator for todays inspirational consumers and the places where they choose to spend their hard earned income change magnitudely having to have an sensational appeal, highly conversational capital and even celebrity value (Morgan et al, 2002).A special event like the Olympics that provides the consumer with the leisure and social opportunity beyond everyday experience and often reasons to attract tourists which help to raise the profile, image or awareness of a region (Jago Shaw, 1998).Brand PositioningBrand po sitioning is imperative as this projects how a destination will carry through consumer ineluctably. A destination brand manifests as an image in the mind of the consumer, which may be quite different to the self-image intended in the brand identity (Ashworth Goodall 1990). The images of the destination understood by consumers play a significant role in their travel purchase decisions. As a result, an arrest of the images held of the destination by consumers is important, to determine whether there is similarity between the desired brand image and that which resides in the minds of consumers. The concepts of brand identity, brand positioning and brand image are distinctive components of the device of a brand. These are presented in Figure 1.A brand position is the part of the brand identity and value proposition that is to be actively communicated to the target audience and that demonstrates an profit over competing brands (Aaker, 1996). Communication in this case is very impor tant and for a country holding the Olympics it is very important that a number of dialogue campaigns are done as this would be the key to differentiate the country. The Olympics is a sport that creates an emotional relationship of a destination to potential visitors through the way the destination is marketed. One such destination is Australia. The Sydney Olympic Games in sporting, marketing, operations management, ease management with the combination of the ongoing aggressive marketing branding of the country as a whole, has created Australia to be cognise symbolise to Australias economy (international Morse code, 2001 Tibbott, 2001). The use of the Sydney Olympics as a marketing tool has helped Australia estimate that with the hosting of the Games the acceleration of Australias marketing has accelerated by ten years providing an bare A$6.1 billion in foreign exchange earnings between 1997 and 2004 (Haynes, 2001). More information on the Sydney Olympics will be given in the ne xt chapter.Destination MarketingBranding is possibly the most powerful marketing tool available to destination marketers who, are faced with increasing product parity, substitutability and competition (Morgan Pritchard 2002). Uniqueness in this day and age is the claim from most destinations if not all who state they have brainy hotels, resorts and attractions down to the friendliest people and customer focused tourism industry and service. It is very difficult to differentiate destinations as most destinations offer the similar products such as the destinations that just offer the sun, sea and sand factor. Uniqueness from a destination comes from differentiating from the competitors.According to Macrae, Parkinson and Sheerman (1995) branding in marketing terms symbolises a combination of product characteristics and added values, both functional and non functional which is linked to brand awareness. As branding partakees the emotional realm of consumers, they begin to make lifest yle statements as they are not only buying a brand but the emotional relationship (Sheth, Mittal and Newman, 1999 Urdde, 1999). Emotion and loyalty is one of the key differentiators that marketers try and portray for the appeal of brands (Westwood et al., 1999). It is the consumers perceptions, their beliefs, their feelings that make brands important (Lury, 1998) on the other hand, Hallberg (1995) disagrees that emotion is not enough, the answer is in the developing of a strong brand which holds some unique associations for the consumer.Branding ToolsThere are many brand tools/elements which are useful for destinations to have while promoting their destination, especially during ths2e Olympic Games. These brand elements areBrand namesLogos and symbolsCharacters or mascotsSlogan and doggerelPackaging and signageIt takes many years to establish a brand image, name recognition and develop strong awareness of a destination or product (Curtis, 2001). The Olympics is a spyd brand just l ike the World Cup. Mega events such as sports are simple marketing tools which a destination can use to promote their destination. As brands create awareness, the private and public sectors take gain in maximising the benefits. Brand Australia was created when the Sydney was chosen to host the Olympics in 2000. It was declared the best ever by the IOCs president, Juan Antonio Samaranch and Australias tourism schema was described as a role model for future host cities.Brand logos are a graphic design used to identify a destination. They are recognisable, meaningful and positive. They are a part of a destinations sign system communicating identity (Hem Iversen, 2004). Brands have helped differentiate different destinations, the logo for Australia 2000, a Kangaroo, the countrys most recognised symbol, set against a red sun and blue waves created a unique recognition of Australia for many years. 1998 saw the launch of the three year brand advertising campaign. Morse (1998) commented that the campaign gavethe opportunity to use the extraordinary interest in Australia bound the 2000 Olympic Games to build awareness and add depth and dimension to the destinations image. The use of Logos and Symbols creates an awareness of the destination which people can recall upon in the future, such as the Olympic rings which us versatile and transferrable across cultures. The success of a brand is whether different cultures can recognise where the brand is from and what it represents.One way in which the Olympics and the host companionship have done this is through using characters or Mascots for the events and to promote the events. The mascot would portray the destination and the culture of the destination such as Australias mascots were three animals and birds that could be only found in Australia. These were the kookaburra, platypus and echidna symbolising the event, host city and the new millennium.Another element of branding is the use of slogans. Slogans are used to create a memorable event. The Olympics in general has ever been known to have the slogan going for gold. This slogan gives the Olympics an wages of creating awareness of not only the Olympics but the host destinations as well. Australias slogan fun and games was a way to encourage people to travel to Australia during and after the games (ATC, 2001).Branding is full of life to success. As you can see from the examples given, the elements of branding and different aspects of branding have increased the awareness of the host destination.Marketing the destination Brandin one case a destination has been developed as a brand, marketing the destination as a brand needs to be done. Advertising is one of the main activities of the marketing therefore advertising the brands needs to be accomplishing important objectives. Destination advertising continues to grow in budget and importance. Australia spent $6.7 million Australian dollars on promoting the whole country over a four year perio d before the Olympic Games (ATC, 2001). The most successful brands will last and be remembered for years even after an event. Brands only work if their image can be retained in cognitive and affectional parts of the audience for long periods of time. Some brands retained successfully that audiences become instant word of mouth advertisers for the brand.A study realised that honest-to-god adult tourism markets will continue to grow in both size and importance. The study tired to compare whether of age(p) people since they are more aged, had less memory retention then younger adults that are visually stimulated. Unexpectedly, with education and destination familiarity statistically controlled, results using text indicated age differences in favour of younger adults for the number of features recalled but not for elaborations. No memory differences were found using framed picture formats, suggesting that younger and older adults process information from pictures similarly. Follow-up analyses revealed that advertising format is a deciding(prenominal) of elaborative memory, while age is not.(MacKay, 2006)Marketing a destination brand needs to make advertising the destination brand effectively and efficiently. Advertising uses both written language and pictures as information to promote the destination along with their destination brand. The fact that aging differences poses no difference in round memory, this helps advertisers strategise their plans to better recall their marketing objectives. A study further suggests that if arrange is one in the focus verses the age of the audience, the advertisement decision will lie between using text or framed pictures. victimization text will bring more ideas which can be circumstantial via a beginning, middle and end sequence. However, elaborative processing of the information will not occur spontaneously, more experimental while reaching far and widely age differences.Mackay (2006) goes onto further state that dest ination marketers, on the practical side find this of interest. There is sufficient evidence that information plays a veritable role in inspiring destination choice, and/or modifying motivations, expectations and activities. The contribution of pictures invokes tourists destination image and expectations. No matter what the age, pictures focus on evoking types of amplification and impressions that is often seen in image advertising.Content of advertisements remain as a commix of both text and visuals. heretofore though advertisers are currently exploring the new media of the web, in addition to traditional destination promotion avenues, advertisers at the end of the day will have to reckon and strike and effective eternal sleep between visuals and text. Advertising needs to address issues such as age, format and memory for tourism advertising.Olympics as a Marketing VehicleThe Olympic Games as an event has transformed into a vehicle for marketing a destination brand. Rather than an end in itself, when the games come to an end and the gold medals are awarded, the destination brand is still selling itself.Hosting the Olympics has not always bought in profit. Munich in 1972 lost 178 million. The Montreal Olympics do an even bigger passing game of 692 million in 1976 (Preuss, 2004). However on a positive note and turning point for the Olympics, Los Angeles 1984 make a profit of 215 million while in 1992 Barcelona made 358 million pesetas from the Olympics. The Atlanta Olympics in 1996 was able to help the Georgia economy when they profited with $5.1 billion. The Olympics has now evolved into a venue to market destinations.The Olympics committee is most secretive organisation tasked to vote and choose host bidder, years before the actual games. A press release from CBC (2006) commented, Even after a century of modern Olympic Games, the international Olympics committee is still very much a mystery. The IOC has been called by a reporter of being, the most autoc ratic, aristocratic, organisation in the world.The strict way of choosing the host is through the enormity of profitability that the Olympics games can achieve. To host the games gives a prestigious acquisition to the chosen country. Not only opportunities for economic profit arise, but the venture of media coverage and urban regeneration. The Olympics in this way helps the destination become globally recognised.There is no loss in for the host country even through there is evidence of financial loss in the past. conquest cannot be plainly measured on profit and loss. To increase the awareness of the sports events is included in a broader aim to raise the city of host country. Sport has always been an unbiased area that can benefit people in cross cultures.However economic impact is arguably one of the most important indicators of the success of a major sporting event and often one of the main incentives for attending to host the event ab initio (Brown Massy, 2001). In Britain economic impact importance if hosting the sports events became evident after the Euro 96 football championships, which attracted 280,000 overseas supporters who spent approximately 120 million in the eight host cities (Dobson et al, 1997). The tournament itself made 69 million for UEFA and although FA made an operating loss of 1.7 million, a 2.5 million surplus was made after taking into account Englands prize money for getting into the semi-finals (Kozak, 2002).The marketing syllabus that is offered by the Olympic Games is unrivalled. The marketing activities build and the unmatched competitive advantage is able let the host destination maximise the Olympic image. Sponsoring the Olympics is an advantage for both the local and global business entities (IOC, 2005). The breadth of Olympic sponsorship rights, benefits and opportunities provides partners with great flexibility and range in integrating the Olympic association throughout the corporate philosophy and into all aspects of c orporate strategy (Olympic.org, 2006).Leveraging the Sporting events and the Olympics for tourismLeveraging sporting events is very important to a destination as the benefits for the host destinations are huge. According to Hall (1997) Mega-Events are associated with large-scale public and private expenditure and fast tracking of building projects. These enable the destination to start on the construction of facilities and infrastructure, erection of landmark structures, redevelopment and revitalisation of areas and transform urban space for example mega events in old industrial cities. There are many more advantages for leveraging sports for the host destination such as the construction of new attractions and landmarks and the construction of accommodation such as the Olympic villages. Sporting events creates a type of phase of beautification where plazas, streets, parks, community centres etc are refurbished not only for the pleasure of the tourists but for the local communities as well for the event and years after the event (ibid.)Leveraging the Sydney Olympics for TourismAccording to Mr Ripoli (2000) an Australian MP (House of Representatives), the Sydney Olympics would create new initiatives for the Australian citizens such as an increase in jobs. He furthermore went on to state that for every ten percent increase in visitors to Australia, about 30,000 jobs would be created.A concern for what the Olympics will leave in terms of a legacy is pondered over by Olympics organisers. There is a major investment in the Games, during the ten years leading up to the Games (Chalip, 2000). When the investment of the Sydney Olympics was so high (0.6% of GDP), it was natural to ask what the return is on the investment.The number one return which is noticeable straight after the Games is the new sports facilities that remain after the Games. On the other hand, such a big venue would be hard to operate especially when events do not need such a big venue. For example in Barcelona, the Olympic diving facility and the Olympic baseball stadium are no longer in operation.Sydney has made improvements to the infrastructure to the host city. In Sydney, the city government made an investment of millions of dollars (AUS$115 million in 1998 1999 alone) to beautify the city. As an Olympic city is well known of having millions of tourists, Sydney from the time of the bid won to the Game opening, had increased their hotel room capacity by twenty-five percent. With an advantage of leveraging the Olympics a form of disadvantage always follows. According to Chalip (2000) the two Olympic stadia built require 200 events per year to break even and they are not even obtaining half that amount. A legacy is like a brand, the brand that is left after the event. In the next chapter a construction of how Sydney have managed their destination brand, before, during and after the Games.Case Study of the Olympics Sydney 2000Tourism destination branding is a new concept that has branched out from the everyday of branding products and services. To narrowly define, it is the sum of what the market thinks when they hear the brand name. To effectively employ this marketing strategy, destination branding goes through all the touch spots, including but not limited to the physical environment, entry and exit points, signage, marketing, residents attitudes, passage venues (airports, motorways), events, internet, visitor services and leadership. A specific case destination branding is found in the success of the 2000 Sydney Olympics.The Sydney Olympics has been noticed as the most successful Olympics ever held. In this case, its success was a result of several destination branding factors includingGeographical areasThe display of Olympic spiritThe partnership of the judgment body in the OlympicsSydney is widely known for its landmarks such as the opera house House and the Harbour Bridge. Banking on the existing destination branding that the tourist spots have made in the past, it helped project Sydney towards better branding strategies. These places contributed to the success of the Olympic Games in 2000, but the most important aspects to be noted in terms of geographical area are the improvements made in Sydneys transportation infrastructure and its capability to supply the needs of the Olympic games (with only population of 3.9million, Sydney already has 50m pools compared to 7+ million people in London with just one pool).The success of the Sydney Olympics could also be attributed to the high spirits displayed in the event. Volunteerism displayed in the Olympic Games of 2000 was defined as something to be treasured and kept by Aussie volunteers (both athletes and spectators). The people of the city had high take of involvement in day-to-day activities and expressed their connection with the spirit of the Games in unexpected and informal ways. Informality and spontaneity were therefore central to the imaginative spirit of the Sydney Games. The peo