Impact Of The Mega Sport Event On Tourism Tourism Essay

Impact Of The Mega Sport eccentric On Tourism Tourism EssayThere ar only two mega mutation subjects namely the FIFA World shape and the exceptionals based on the scale of media interest. It nub mega-sport solution has unique natures such(prenominal) as outstanding reputation, adequate trouble and world(a) scope already. A well-managed mega-sport event such as FIFA World cup leting attracts millions of visitors to a place.The tourism related to mega-sport event sight be assort as sport event tourism that Foo L. M (2000) defined sport events tourism as the main purpose of the travel is to plight part in an organized sporting activity, either as a spectator, participant or official. For example, the diverse preparations in Sydney for the 2000 Games non only cater for the 11,116 athletes, but also take into consideration the potential tourism inflow from prodigious spectators (which could public figure in the millions), athletes families, and estimated 15,000 media p ersonnel (Groote, 2005).During the event holding, tourers spend money in related tourism crinklees care restaurant, shop and hotel, and they whitethorn also visit surrounding touring car end points and attractions. Obviously, tourism obtains benefits directly and collaterally from mega-sport event while these benefits are various and long-term. In fact of 2000 Sydney Olympics (Australian Tourist Commision, 2001)Visitors to Australia 406,500 inter subject area visitors in September 2000, 15% higher than September 1999 (Australian Bureau of Statistics preliminary data).Worldwide Olympic TV audience 3.7 billion in 220 countries (IOC)Worldwide Olympic Internet audience 20 million (IOC)Brand Australia has been advanced by ten years, meaning what the world now knows about Australia, it wouldnt go known until 2010 had Sydney not entertained the Games (ATC).The ATCs media relations program generated an addition A$3.8 billion in publicity for Australia between 1997 and 2000 (ATC)The ATCs partnerships with major Olympic sponsors, such as Visa, McDonalds, Kodak and Coca-Cola generated in additional A$300 million in additional advertising exposure for Australia (ATC).In late 1999, the ATC launched the Australia 2000 fun and games sweat to encourage visitation to Australia in 2000. This was aimed at insuring against avoidance, as had been the experience of early(a) major event host cities and countries. In 2000, visitor arrivals to Australia increased by 10.9% to almost five million harmonise to preliminary Australian Bureau of Statistics figures (ABS).In excess of 100 business events, generating millions of additional export dollars for Australia quarter be directly attributed to the ATCs New Century. New World, Australia 2001 campaign aimed at capturing business tourism for Australia off the back of the Games. (ATC) and so forthFurtherto a greater extent, Hudson S. (2003) summarized relevant benefits for the host as followsMajor sport events can be catalyst s for newborn facilities and new or improved infrastructureWhen sport facilities are built, they become permanent event venuesMajor sport events can be catalysts for attracting training sessions and other display cases of events, such as meetings and exhibitionsThere is potential for various sport events year roundSport events can reflect and enhance culture and local traditions, helping to stool a unique and attr brisk sense of placeMedia coverage and its impact on developing a sport close image can be more(prenominal) important than actual visitor spendingSport events can suffice in destination branding by providing powerful, active lifestyle images and fashioning cultural themes come aliveHowever, hosting a major sports event also has high risks that mainly affect the sustainability of the tourism. For example the Olympic Games of 1976 in Montreal, it was a financial disaster for the city that almost bankrupt (Newton, 2012) and afterwards they were salvage faced with the financial debts until 2006 (CBC News, 2006).2.2 Marketing in tourism2.2.1 Mega-sport event merchandiseFunk D. C (2008) believed that effective securities manufactureing activities are able to shape the image of the city and stimulate the economy for the host to reach specific target markets and position the destination to non-residents for the tourism marketers to build residential area identification and create jobs for governments to increase brand sentience, launch new harvestings and servicings, and open new markets for sponsors.In terms of mega-sport event which is in essence experiential, interactive, targeted, and relational these features are highly relevant and desirable given the modern marketing environment (Crowther, 2011) which can be explained as events create a companionable setting for attendees and help raise attendees involvement level therefore, attendees are apt to be more receptive to marketing messages and images associated with the event than they are to those presented via other methods (Pope Voges, 2000 Meenachan Shipley, 1999).Therefore, event marketing is defined as a tool for experiential marketing that focuses on consumer experiences, and treats emotionally and rationally driven function as a holistic experience (Vel Sharma, 2010) and it offers an additional advantage, in that it actively engages the consumer with the brand and its personality (Sneath, et al., 2005).2.2.2 Motivation of sport event touristMacInnis D. J, Moorman C. Jaworski B. J (1991) defined motivation as an internal factor that arouses and prompts goal-directed demeanor. Furthermore, Schiffman L. G Kanuk L. L (2001) detailed a motivation process which includes five stages inescapably, tension, drive, want and goal. ( intent 1)Need recognitionGoal behaviorWant pathwayDrive stateTension reductionFigure 1Sport and event consumer motivation processSource e.g., Schiffman L. G Kanuk L. L (2001)In the first-year stage need recognition, Reisinger (2009) mentioned that potential consumers recognize a need when faced with a business, we can understand the problem as a catalyst. As mentioned above, the problem of sport event consumer is the desire to seek the experiences.Second stage is the customers are considering how to satisfy this need and at the third stage, people will consider the pathways by their preference to reduce or eliminate the unpleasant state. Want pathway can be considered as decision-making processes and finally the goal behavior which can be understand as the acquisition satisfy peoples need, reduce tension and restore balance.A well-understanding of motivation process will help the marketer to know (Horner Swarbrooke, 2007)When to attack to influence consumers (foc apply marketing activities at the time when most consumers are making decisions to buy a particular product)The choice of advertising media based on which media the legal age of consumers use to gain information about tourism productsThe selection of appropriate distribution channels or marketing intermediariesFor example, the VisitBritains strategy for 2012 London Olympic Games think to inspire visitors to explore Britain (VisitBritain, 2010)As the figure shows, the marketing strategy of VisitBritain focuses Awareness (inspire) and Intention (explore) stages. The marketing challenges areInspire (long-term develop)Address the loss of market piece and maximise the value of tourism working with the nations and regions of BritainDevelop new product offers to stimulate demand in partnership with the nations and regionsExplore (Britain-led)Gain market shell outGrow Britain brand awarenessChallenge negative perceptions of welcome, value and persona2.2.3 Marketing strategy related to tourismFoxall (1981) defined marketing strategy as being an indication of how each element of the marketing mix will be apply to achieve the marketing objectives. It is simple but easily to understand. Normally, the marketing objectives in tourism of mega-sport event host should beTo maximize the economical benefits for tourism across the host city/countryTo enhance the image of the host as a visitor destinationTo deliver- and showcase a world class welcome in and after the eventA widely used marketing mix is the 4 Ps that product, cost, place and promotion.ProductFunk (2008) summarized unique aspects of the mega-sport event product it is an intangible product social facilitation via sport and confidence on product extensions. Intangible means it is an experiential product and social facilitation via sport means it has great impacts as mentioned above. However, these features are natural.Therefore, exploring on extension product is the key to stimulate and meet the demands of tourist. Such as UK launched new 50p coins to commemorating the London 2012 Olympic and Paralympic Games (BBC, 2010) and create new travel routes for tourists as an event-related tour products and etc.http//blog.sina.com.cn/s/blog_482a6f7d010004ue.h tmlFurthermore, as sport has the ability to directly and indirectly influences a number of aspects in a persons life (Beaton Funk, 2008), sport marketers are likely to portion themselves as the forefront in the battle to improve quality of life as sport and leisure activities become central components of promoting health lifestyles, and building more integrated communities (Funk, 2008).-event---brandPricePrice can be understood by if it is valuable. Getz and Cheyne (1997) found that focus group participants identified important quality factors that can influence a decision to travel to an event, including reputation of the event, caliber of participants (the best in their field), international scope, and the presence of celebrities, rarity is also a factor. Obviously, mega-sport event has all these factors outstanding reputation national caliber international tourism market celebrities (NBA stars etc.) and once in four years.As mentioned above, mega-sport tourists pay for an exper ience which very much involves sensory, emotional, cognitive, behavioural and relational values that replace functional values (Schmitt, 1999). A well-managed go system should be marketed to the audience as favourable factor. In adverse, impuissance of dish out will lead tourist doubt to come. For example, a safety doubt emerging after the news that with one week remaining in the beginning the opening ceremony of the London Olympics, it only has 4,000 guards trained and ready which was expected to provide over 10,000 security personnel for the event (Bartnik, 2012).---PlaceIt refers to the place where the customers can buy the product and how the product reaches out to that place. The most effective way is media such as Internet, PR and TV. Many scholars believe that media coverage of sport events will help countries to present themselves in favorable terms (Whitson Macintosh, 1996), and will attend to destinations in building a domineering image that helps to generate future tourist demand (Faulkner et al., 2000).---Social media such as Facebook, Flickr and TripAdvisor are progressively being exploited within mega-sport event marketing campaigns. For example, Facebook has more than 300 million active users, 50% of whom log on everyday. The internet provides a worldwide platform to distribute the information.Recently emerging channel is mobile. According to VisitBritain (2010), 400m are already using the mobile internet and this will double by 2012 87% of people are already using their mobile for media consumption at home, and 2012 London Olympic Games became the first mobile internet Games.Development of technology help marketers delivers the information more effective, however, traditional media still important such as newspaper, which are still widely used by old peoples TV, which covers lots of computer illiterate and broadcast, which can reach the people who seduce no time to look such as taxi driver.PromotionPromotion is the business of communic ation to the customers such as what benefits the company or organization has to offer rather than exhibit the features.Hosting the mega-sport events means a valuable promotion opportunity as it can improving a destinations image and building a destinations brand for sustainable suppuration (Getz, 1997 Hall, 1992 Jago, et al., 2010 learner Andersen, 2003 Ritchie, 1984) . This means that the city can show off its tourist attractions and the infrastructure that has been generated (Chalip, 2002 Owen, 2005 Whitson Horne, 2006). Awareness of the region is also positively impacted which again brings in house servant and international tourists and potential investors (Gursoy Kendall, 2006 Solberg Preuss, 2007).For example, in a study examining the effect of special(prenominal) events on a countrys brand building, Jun and Lee (2008) reported a positive race between the role of special events on the attitudes of young Korean students towards Germany, specifically, the more exposure Ko rean students had to special events held in Germany, the more likely they were to form positive attitudes toward Germany. These findings backed Chalip and Costas (Chalip Costa, 2005)general theory that special events can be an extension of a destination brand or can be promoted as certain features of destination brand.Political support -2.3 Destination service qualityEven though marketing strategy is well managed, tourists experience of a hotel, restaurant, or casino will imparts a different sort of knowledge than simply reading or hearing about it (La Tour, et al., 2009).Destination management includes how competition in tourism increasingly involves geographical systems where suppliers of hospitality, disco biscuitation, entertainment, and cultural services collaborate to increase the attractiveness of the destination and improve its ability to acquire customers (Bieger, 1998 Bieger, 2000 Buhalis, 2000 Ritchie Crouch, 2000 Go Crompton, 2000).Event managers are a lot absent- minded with delivering a high quality program (Getz, 1998), which is basically what visitors come to experience, but equal attention to service quality is essential for ensuring visitor satisfaction.SA Tourism (2008) concedes to the side by side(p) ten challenges for 2010 1) poor access to channels of tourism information, 2) insufficient allowance, and 3) compelling attractions and activities, 4) inadequate service levels and skills shortage, 5) inadequate public transport, 6) insufficient focus on tourist safety and security, 7) limited institutional capacity, 8) managing expectations, 9) demand management and 10) displacement of general tourists.In the public eyes, hosting an event is a stimulator of tourism industry to the host city. Fourie and Santana-Gallego (2011) did a research on the impact of mega-sport events on tourist arrivals and guideed at there will be 8% increase of the arrivals on average to the host. The Olympics and FIFA World Cup are more than the average.For instance, by the data from ForwardKeys (2012), bookings made by 12th May show a 13% increase in the expected number of arrivals to London during the Olympics Periods and the rest of UK also receive 4% increase.Such a rapidly inflow of tourists will bring lots of problems such as transport disasters. Atlantas 1996 Olympic Game has provided a cautionary tale of mega-sport event travel chaos with bus drivers getting lost, athletes arriving moments before their events and overloaded trains that couldnt get residents home (Wheatley, 2011).Therefore, how to provide quality destination service to tourists experience, while an influx occurs during the mega-sport event is one of the key factors of the successful tourism operation in mega-sport tourism marketing.Gronroos (1983) described service quality construct relates the level of experienced quality to both technical and functional dimensions of serve provision (see figure 10.1)Technical quality refers to the result of the service and/or the question, what has been provided?Functional quality on the other hand, refers to the way the service has been delivered and relates to the question, how has the service been provided?2.3.1 Technical qualityTechnical quality refers to the relatively quantifiable aspects of the service such as The hotel guest will get a room and a bed to sleep in, the consumer of a restaurants services will get a meal, and the train passenger will be transported from one place to another (Gronroos, 1984). In terms of mega-sport event, as influx of tourists, the capability of original infrastructure is not able to meet the needs. That is why Terret (2008) mentioned cities are interested in hosting of the Olympics Games as they can accelerate infrastructure projects.For example, Olympic experience shows that a highly lively and resilient public transport system is a prerequisite to handle exceptional Olympic mega event traffic demands (Bovy, 2006). In terms of London, it struggles with constrain ts on the Tube, which handles 12 million trips a day during normal times and the Olympics is estimated to add three million trips on the busiest days (Kirka, 2012). Therefore, it invested 80m in permanent transport improvements for DLR (Media centre reduce release, 2008), we have seen new rail links created in East London, and improvements to existing underground and overground train services (Pettinger, 2009) and the increase of capability achieved that a train arriving in the Olympic Park area every 15 seconds (London Olympics Transport Upgrade, 2012).This improvement will shorten the time that tourist move in and out the Olympic Park and reduce the crowd risk. In other hand, a strong public transport will also encourage tourist to choose so that avoid general car traffic on the primary Olympic transport network accordingly.2.3.2 Functional qualityLocal human resource supportFunctional quality creates a competitive edge by focusing on the more personal aspects of the service enc ounter such as The accessibility of a teller machine, a restaurant or a business consultant, the appearance and behavior of waiters, bank tellers, travel agency representatives, bus drivers, cabin attendants, business consultants, plumbers, how these service firm employees perform, what they say and how they say it do also have an impact on the customers view of the service (Gronroos, 1984)In terms of mega-sport event, a special group volunteers was critical to the successful staging of mega-event because they provided the substantial amount of unpaid additional labour that was needed and also the outstanding service that help the tourists.For example, in Beijing 2008 Olympic games, there were 70,000 volunteers (Associated Press, 2007) applied in various positions such as translation and interpretation, protocol and reception, contest organization, food and beverage, medical services, security and emigration et al (Volunteer Positions Requirements, 2008).To ensure the service q uality of the volunteer, a series of training was made before volunteers officially starting their services. In terms of Beijing 2008 Olympic Game, the training includes 4 parts (Organization and Administration of Olympic Volunteering, 2008)1. General training basic Olympic knowledge, brief introduction to the BeijingOlympic and Paralympic Games, Chinese score and traditional culture, history and cultural life in Beijing, knowledge and skills necessary to serve the disabled, etiquette norm, medical knowledge and first-aid skills.2. Professional training professional knowledge and skills ask in voluntary services.3. Venue training venue functions, knowledge concerning the sports held in the venue, internal facilities, organizational structure, rules and regulations.4. Job training job responsibilities, specific work, business procedures, and operational norms.These well-trained volunteers helped the foreign visitors overcome language and cultural barriers, and provide professional service so that enhance the satisfaction of tourists experience in great extent and assist Olympic Games operating smoothly.However, Bejou et al. (1996) mentioned that there are non-standardized services in which the knowledge, behavior and commitment of the service providers are crucial. Oneil et. al. (1999) believe that this experiential product (such as event) is produced and consumed simultaneously, is highly heterogeneous and very difficult to store and/or control, but basically, if expectations are met, service quality is perceived to be satisfactory if unmet, less than satisfactory if exceeded, more than satisfactory.In contrary, poor events may causes by such as an emphasis on quantity rather than quality, a product rather than a market orientation, poor physical conditions and lack of information, and poorly selected or inadequately trained personnel (Jackson Schneider, 1990).2.4 Sustainable tourism developmentThe evaluation of the sustainability impacts of any mega-sport event is a complex and difficult task and it involves far more than simply estimating its potential revenue and expenditure (Dodouras James, 2004). As hosting a mega-sport event can also constituted a unique opportunity for the diversification and enrichment of the hosts tourism product, this legacy will benefit the tourism development in the future. For example, the building of tourism infrastructure in the case of Barcelona significantly raise its image and credibility as an international tourist destination (Duran, 2005).Musgrave Raj (2009) summarized the three sustainable aspects that influenced by mega-sport event as Figure 1Mega-sport EventsSocialEnvironmentalEconomic validatingInduced development and construction expenditureLong-term promotional benefitsCivic prideCommunity developmentIncreased employment opportunitiesPositiveRaising awareness of environmental issuesDevelopment of waste landLong-term conservation of areaPositiveDirect/indirect expenditureIncreased proper ty value due to regenerationAdditional trade and business developmentInduced development and construction expenditureEvent product extensionsNegativeFuture use of infrastructure not maximizedInterruption of normal businessResident exodusDisruption of lifestyleMedia impactsCommunity indifference and antagonismIncreased risk of security issuesUnequal distribution of wealthNegativeSite/location damage short- and long-termWaste and pollutionstochasticity pollutionTraffic disruption and congestionIncrease in energy demands and other natural resourcesNegativeCost of event failure to local/national economyInflated price of products, services and amenitiesUnequal distribution of wealthFig. 1. 1. The three pillar impacts of events (Musgrave Raj, 2009)Consequently, the objectives of sustainable development are optimizing socio-cultural impacts minimizing environmental impacts and maximize economic impacts (Smith-Christensen, 2009). Specifically, in terms of tourism, these impacts can be o perationalized in the post-event period to attain, magnify and sustain their objectives as a sustainable sport tourism legacy. And accordingly, the sustainability of strategies that start out from sport tourism development policies, which according to sustainable development principles should maintain economic efficiency, social equity, and environmental integrity (Campell, 1996 Fitzgerald Leigh, 2002).2.4.1 Social impactBy social impacts we mean the consequences to human populations of any public or private actions that alter the ways in which people live, work, play, relate to one another, organize to meet their needs and generally cope as members of society. The term also includes cultural impacts involving changes to the norms, values, and beliefs that guide and rationalize their cognition of themselves and their society (Interorganizational Committee on Guidelines and Principles, 1994).To achieve the outcome that optimizing socio-cultural impact, the personal digital assista nt should reduce the negative impacts and magnify the positive impacts. Tassiopoulos Johnson (2009) summarized the social impacts that brought by event tourism as followNegative impacts of tourismSexThe sexual industry has grown rapidly rely on the mega-sport event due to some event attendees travel abroad to enjoy uninhibited casual sexual encounters and result on a bad impact of the local. For example, as many as 40,000 women could enter South Africa to work as prostitutes during this years football World Cup 2010 (The Telegraph, 2010). The grave danger of this growth has led to the spreading of HIV/AIDS and other sexually transmitted diseases (Cooper, et al., 2005).HealthThere are diseases such as swine flu should be noted when people from different countries interact. For example, the recording of more than 8500 cases of malaria infections in the UK, which have been a result of tourist and visiting friends and relatives (VFT) traffic to malaria-infected destinations. These dise ases may not fatal but they can cause social and economic stress to the host community.CommodificationCommodification implies that the demands of tourism (inclusive of events) have led to the mutation and sometimes the remainder of the meaning of cultural performances and special events. Staged authenticity refers to simulated experiences that are developed to satisfy the needs of the visitor. Standardization refers to where the visitor attending an event searches for the familiar, pencil lead to a loss of cultural diversity (Cooper, et al., 2005).Disruption of lifestyle of residentsSherwood (2007) refers to increases in traffic and noise and the general disruption to normal daily routines caused by the hosting of an event in the destination. Furthermore, overcrowding, congestion and noise are ascribed to an influx of event visitors in the host destination. This may cause that resident exodus, for instance, third of Britons holidaying abroad this summer have deliberately chosen da tes to avoid London 2012 (Gerges, 2012).Crime and vandalismMany scholars such as Mathieson and Wall (1982) have suggested that large numbers of visitors to an event carrying relatively large amounts of money and valuables with them will provide a source for illegal activities including drug trafficking, robbery, vandalism and violence. For example, only 10 weeks before the FIFA World Cup 2010, in South Africa, there were 50 murders happened in one day while the South Africas murder rate actually dropped slightly last year (Tay, 2010).Positive impacts of tourismThe fostering of community/civic prideEvents can be used to put new life into ceremonies and rituals, making them come alive, combining them with skills and crafts. This can inspire and assist with fostering local pride of a host community and provides the best possible experience for the event attendee (Tassiopoulos Johnson, 2009).Creating sociocultural awareness and peaceEvents take people to new places and can broaden thei r understanding and knowledge of other cultures and environments. This can be regarded as an pedagogicsal process and, if channeled properly, this education can lead to greater awareness of, and sympathy and admiration for, other societies. Cultural exchange that takes place between the event attendee and the host community can assist in fostering peace. The belief in the relationship between tourism and peace is so strong that in 1986 the International be for Peace through Tourism was set up.Shared infrastructureWhen developments for events take place, for example, the FIFA 2010 World Cup in South Africa, the local infrastructure is often enhanced to meet the needs of the developments. The host community can find that the quality of their life is enhanced through being able to enjoy this improved infrastructure. This type of infrastructure can include upgrading sporting venues, improvement of airports and general transportation.Direct sociocultural supportThe funding generated fr om various events can provide funds to assist to restore heritage sites, conserve natural and cultural sites, or assist local charities. The proceeds earned from these events in terms of registration fees and goods sold are donated to various charities within the local community.2.4.2 Environmental impactThe environmental impact indicates that (Mathieson Wall, 1982 Jenner Smith, 1991 Boers Bosch, 1994 Puczko Ratz, 2002 2005)Impacts on the natural environment, i.e. air quality, geological factors, water quality, depletion of natural resources, flora and zoologyImpacts on the man-made environment, i.e. buildings visual impacts, changes in land use, infrastructureImpacts on the ecosystem.The depletion of natural resources is accelerated by the use of fossil fuels in transportation, the heating of accommodation and the operation of catering facilities (which are usually non-renewable energy sources like coal, crude oil or natural gas). In more environment-friendly solutions, heating and energy consumption is based on hydro, solar or wind energy.Wasteful and careless use of the drinking water supply significantly impairs the effectiveness of water management, and decreases uncommitted freshwater resources. The wasteful use of the water supply could be avoided by a more environmentally friendly attitude and modern technology.The positive elements of the environmental impacts most commonly catalogued relate to the new facilities that might not have been politically or financially feasible without the event.On the negative side, growing attention is being focused on the environmental damage due to development for mega sports events (Tolios, 1997).2.4.3 Economic impactEvent tourism can generate positive economic impacts, in addition to longer-term place marketing benefits and media exposure for destination, along with sporting or cultural policy benefits (Musgrave Raj, 2009).--While these impacts are extremely relevant and often very important, an honest assessme nt of the value of a particular mega sports event must also include estimates of the negative impacts, such as commodity price increases a