understanding flows & developing strategiesunderstanding flows & developing strategies. ......
TRANSCRIPT
Department of Sport Science, Tourism & Leisure
Mike Weed
Olympic Tourism: Olympic Tourism: Understanding Flows & Understanding Flows &
Developing StrategiesDeveloping Strategies
Olympic Tourism
“Tourism behaviour motivated or
generated by Olympic-related activities”(Weed, 2008)
� May comprise:
• Tourism with Sports Content
• Sports Participation Tourism
• Sports Training
• Sports Event Tourism
• Luxury Sports Tourism
• Generic Tourism
…in the
PRE-,
DURING &
POST-
Games periods
“Leveraging”
“Unlike impact assessments, the study of leverage has a strategic and tactical focusstrategic and tactical focus. The
objective is to identify strategies and tactics that can be implemented prior to and during an event
in order to generate particular outcomes. Consequently, leveraging implies a much more
propro--active approachactive approach to capitalising on capitalising on opportunitiesopportunities, rather than impacts research
which simply measures outcomes.”
(Chalip, 2004)
Leveraging &
Olympic Tourism Flows
“Undoubtedly, there is a clear link between behaviours, impacts,
policy and management in sports tourism, and it is…leveraging [that acts as a] ‘bridging concept’. A
leveraging approach assumes that policies and management
strategies can be put in place derived from an understanding of behaviours to maximise positive
impacts”(Weed, 2008)
Olympic Tourism Flows
� May have positive, negative or neutral effects
� Level of analysis (e.g., city, region, country) can
change effect of flows
“Tourism behaviour motivated or
generated by Olympic-related activities”(Weed, 2008)
NEIGHBOURING
COUNTRIES
HOST
COUNTRY
HOST CITY
OR REGION
Olympic Tourism Flows
REST OF
THE WORLD
Olympic Tourism Flows
NEIGHBOURING
COUNTRIES
HOST
COUNTRY
HOST CITY
OR REGION
REST OF
THE WORLD
NEIGHBOURING
COUNTRIES
HOST
COUNTRY
HOST CITY
OR REGION
REST OF
THE WORLD
NEIGHBOURING
COUNTRIES
HOST
COUNTRY
HOST CITY
OR REGION
REST OF
THE WORLD
PrePre--GamesGames
PostPost--GamesGames
DuringDuring--GamesGames
Olympic Tourism Flows
� May have positive, negative or neutral effects
� Level of analysis (e.g., city, region, country) can
change effect of flows
� Understanding flows is crucial to effective Leveraging
strategies
� Minimising negative flows can be as important as
maximising positive flows.
Olympic Tourism Flows
NEIGHBOURING
COUNTRIES
HOST
COUNTRY
HOST CITY
OR REGION
REST OF
THE WORLD
NEIGHBOURING
COUNTRIES
HOST
COUNTRY
HOST CITY
OR REGION
REST OF
THE WORLD
NEIGHBOURING
COUNTRIES
HOST
COUNTRY
HOST CITY
OR REGION
REST OF
THE WORLD
PrePre--GamesGames
PostPost--GamesGames
DuringDuring--GamesGames
Tourism Flows in London
During the Games
H ost C ity/
R eg io n
‘R u n aw ay s’ ‘C h an ge rs’
‘C a su a ls’
‘Time sw itc h e rs’
‘A v oide rs’
‘E x te n sion e rs’
‘E v e n t v isitors’
‘Home sta y e rs’
Res id en ts w ho leav e the city
and tak e a ho lid ay ou t o f th e
regi on
Res id en ts w ho leav e th e city/ regi on and
tak e their ho lid a ys at the t im e o f the ev en t
ra ther than at s om e o ther t im e in the year
T ou ris ts w ho w ou ld
hav e v is ited th e
city/ re gio n ev en w ithou t
the ev en t
T ou ris ts w ho w an ted to
t rav el to the city/ re gio n
bu t at ano ther t im e
Tou ris ts w ho s tay aw ay bu t
w ou ld hav e com e w ithou t
the ev en tT ou ris ts w ho w ou ld hav e com e
anyw ay bu t s tay longer b ec au s e o f
the ev en t
P ers ons w ho trav el to
the hos t city becau s e o f
the ev en t
Res id en ts w ho op t to s tay
in the city and s pend their
m oney a t hom e rather
than on a v acation ou t o f
th e regio n at s om e o ther
t im e in the year
‘ C an ce l le rs’
Tou ris ts that
to ta lly can cell ed
their t rip
‘P re / Post Sw itc h e rs’
Tou ris ts that w ill com e
later o r cam e ear lie r
( a )( a ) ( b )( b )
Res id en ts w ho w ou ld hav e
been in the city/ r eg ion
w ithou t the ev en t
‘R e side n ts’
SOURCE: Weed (2008) - adapted from Preuss (2005)
Host City/Region
‘Runaways’
‘Changers’
‘Casuals’
‘Avoiders’‘Extentioners’
‘Event
visitors’
‘Home
stayers’
‘Residents’Host City/Region
(b)
‘Post-event
General Tourists’
‘Time
switchers’
‘Post-
Avoiders‘Post-event
Sports
Tourists’
‘Time
switchers’
Host City/Region
‘Pre-event
General Tourists’
‘Pre-Avoiders’
Pre-event
Sports Tourists(a)
‘Cancellers’‘Pre-Switchers’
‘Post-
Switchers’
‘Changers’
Pre-event period Event period Post-event period
(b)(b)
Tourism Flows in London
Before and After the Games
SOURCE: Weed (2007) - adapted from Preuss (2005)
Business Tourism
� Opportunities in the regions 2010-2012
• Effective leveraging may extend this period
� Potential Boost for London 2013+
• Similar leveraging process to that for generic tourism
• Potential to develop relationships through the Games
Generic Tourism
�Leveraging largely focuses on media…
Media Exposure / Impact:
Background
� Media coverage is claimed to enhance the
tourism image of a destination resulting in
long-term positive effects of tourism on the
economy
� Need to get a destination into “consideration
set” of potential tourists
� Olympic Games – research showed that
Calgary Winter Olympics media coverage:
“enhanced the saliency and attractiveness of enhanced the saliency and attractiveness of
Calgary as a destinationCalgary as a destination” (Ritchie, 1990)
Media Exposure / Impact: Issues
� Many events contain little coverage of host city
� City-related messages/images rarely targeted
� Broadcasters use of city related messages/images is often haphazard
� Iconographic images and place names most effective
� Iconographic experiences are very difficult to portray
� Urban backdrops can often be indistinct
Cultural Olympiad: I
1. Events to attract tourism
2. Tourism events to engage local residents
� Three key levels across 2008-2012• Mandatory Ceremonial
� Extraordinary live spectacles for stadium audiences, and international television events, watched by an estimated 1 in 3 people globally. They pull the world’s focus towards London and setting the tone for the competition, in a festival of celebration.
• Bid Projects and Signature Events� Forming part of the IOC contract with London, working with key
partners to deliver. Also a series of world standard cultural events representing our invitation to the world to join in the celebrations.
• UK Cultural Festival� Adding value to the myriad cultural events which will take place across
the UK over a four-year period
Cultural Olympiad: II� Cultural Olympiad key part of community engagement in the regions
� Can offset economic issues:
5,9001,6139253,362London
1,9366221,067248UK
Overall
(2005-
2016)
Post-
event
(2013-
2016)
During
event
(2012)
Pre-
event
(2005-
2011)
(change
in GDP,
£million)
Department of Sport Science, Tourism & Leisure
Olympic Tourism: Olympic Tourism: Understanding Flows & Understanding Flows &
Developing StrategiesDeveloping Strategies