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

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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

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.

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Item type Article
URI https://vuir.vu.edu.au/id/eprint/2773
DOI https://doi.org/10.1080/14775080500422452
Official URL http://dx.doi.org/10.1080/14775080500422452
Subjects Historical > FOR Classification > 1506 Tourism
Historical > Faculty/School/Research Centre/Department > School of Hospitality Tourism and Marketing
Historical > FOR Classification > 1503 Business and Management
Keywords ResPubID12096; tourism, mega-events, Olympic Games, destination marketing, media, sports tourism
Citations in Scopus 49 - View on Scopus
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