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Sports-events, tourism and destination marketing strategies: an Australian case study of Athens 2004 and its media telecast

Hede, Anne-Marie (2005) Sports-events, tourism and destination marketing strategies: an Australian case study of Athens 2004 and its media telecast. Journal of Sport & Tourism , 10 (3). pp. 187-200. ISSN 1477-5085

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Abstract

The focus of this study was the media telecast of the Athens 2004 Summer Olympic Games. The study explored the efficacy of the Australian telecast in developing positive perceptions and attitudes of Greece as a tourist destination and was origin-based in that a survey was undertaken of a sample of Australian residents (n = 350). Participants were segmented based on their post-consumption perceptions of Greece. Four segments were identified and labelled'extremely positive' (n = 75), 'highly positive' (n = 153), 'positive' (n = 83) and 'negative' (n = 29). Statistical differences were found between the segments based on whether attitudes towards Greece had improved as a result of their consumption of the media telecast of the Athens 2004 Olympic Games (Athens 2004). To gain insights into this phenomenon, open-ended responses provided by segment members were then analysed.

Item Type: Article
Uncontrolled Keywords: ResPubID12096; tourism, mega-events, Olympic Games, destination marketing, media, sports tourism
Subjects: FOR Classification > 1506 Tourism
Faculty/School/Research Centre/Department > School of Hospitality Tourism and Marketing
FOR Classification > 1503 Business and Management
Depositing User: VUIR
Date Deposited: 21 Jun 2011 06:36
Last Modified: 11 May 2012 01:32
URI: http://vuir.vu.edu.au/id/eprint/2773
DOI: 10.1080/14775080500422452
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