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

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.

Across the sample, 38.7% of respondents indicated that their overall attitude towards Greece as tourist destination changed as a result of their consumption of the telecast of Athens 2004. Considering that the attitudes of participants in the current study improved, not as a result of first-hand experiences at the destination, but as a result of their vicarious experiences of the destination through consumption of a media telecast of a special event, the results provide insights to the efficacy of this particular telecast in developing positive attitudes with regard to Greece as a tourist destination. The results of this study could be used a benchmark for future event-related destination marketing strategies. Similarities and differences emerged between the segments with regard to the reasons as to why members of each of the clusters attitudes towards Greece as a tourist destination had improved as a result of their consumption of the telecast. While their responses appeared to be similar, the frequency in which the concepts emerged for each of the segments varied intensity. The key issues that emerged for the four clusters were the appearance of Greece; culture and history of Greece; capacity, or 'hostability', of Greece to stage the Athens 2004; and infrastructure in Greece.

Event-related destination marketing : a case of Athens 2004

The focus of this study was the media telecast of the Athens 2004 Summer Olympic Games. The study explored the efficacy of the telecast in developing positive attitudes towards Greece as a tourist destination. A random sample (n=351) of Australian residents were surveyed. Across the sample, 38.7% of respondents indicated that their overall attitude towards Greece as tourist destination changed as a result of their consumption of the telecast of Athens 2004. Further analysis was undertaken and four segments were identified based on postconsumption perceptions of Greece. Statistical differences were found between the segments with regard to the changes in their overall attitude. To gain insights into this phenomenon, open-ended responses provided by segment members were then analysed. The results provide insights to the efficacy of this particular telecast in developing positive attitudes with regard to Greece as a tourist destination.

Interaction perspectives of individuals and destination marketing organizations in the tourism network of Australia

This paper seeks to assess the nature, perspectives and characteristics of interactions in the tourism network in Australia. The pattern of interactions between network participants is crucial in defining the network and its boundaries. Ford and Hakansson (2007) develop a structure of interactions between participants in a network. Time dimensions of the interactions are sequence, ordering and trajectory. Relativity dimensions are jointness, interdependence and heterogeneity. Interaction can be problem solving both incurring costs and producing benefits.
There are two stages of this research. The first stage obtained the perspectives from 35 organizations regarding the challenges facing tourism, key growth segments, brand and promotional strategies and customer insights and satisfaction levels. The second stage of this research uses follow up personal interviews and assesses the interaction patterns among network participants. The sequence, ordering and trajectory of the interactions are examined as are the jointness, interdependence and heterogeneity of the interactions. A network map is produced based on the frequency and importance of the communications and interactions. The research will also address key questions identified by Johnston, Peters and Gassenheimer (2006). Is the network characterized by tighter or looser coupling? How important is collaboration to the survival (or success) of each participant?

Perceptions of the host destination as a result of attendance at a special event: a post-consumption analysis

Many destinations are now using special events as integral components of their marketing strategies. The aim of this study was to explore how  attendance at a special event might impact perceptions of the host destination. Using a case study approach, this research explored the nexus between special events, their attendees and special event destinations. This research specifically focused on exploring whether attendance at a special event influences resulting perceptions of the host destination. The results of a survey-based study indicate that for almost a quarter of respondents who resided outside the host destination, their perceptions of the host destination had changed. Over 90% of these respondents indicated that these post-consumption perceptions of the host destination were more favourable than they were before attendance at the event. Key reasons provided by respondents for their changes in perceptions included Access, the Special Event itself and Attractions at the destination. The paper concludes that the synergies between the special event and the host destination can be likened to those of the celebrity and the products that they endorse and promote, and this notion should be further explored. Recommendations were made to assist marketers of host destinations to more effectively capitalise on the synergies between special events and destinations.

The media and the development of the tourism industry during the 20th and 21st centuries: an analysis of four noteworthy cases

The aim of this paper was to explore the role of the media within the context of tourism, specifically with regard to how the media has influenced the activities and perceptions of the tourism sector. In this paper, the term ‘media’ is referred to as mass communication, specifically with regard to newspapers, magazines and broadcasting. It is important to gain a better understanding of the ways in which the media has interacted with the tourism sector, as this information can provide practitioners and academics with insights as to how the media can best be employed to benefit stakeholders of the tourism industry. Lessons can be learned from the past so that the experience gained from it can contribute to best practice in the future. In this way, strategies can be developed to minimise the vulnerability of the tourism sector to damaging or erroneous portrayals of it and its activities in the media.
The case study method was used to explore the role of the media within the context of tourism. Four case studies provided insights on this topic. The four case studies were selected based on their diversity, within the context of the tourism sector, and because they covered a considerable period of time. These variables provided the researchers with a wide-ranging perspective on the topic.
The paper firstly focuses on the 1920’s Waiters’ Strike in the resort town of San Sebastián, Spain, and discusses the role of the media in relation to this event. The second case investigates the use of the media as a destination-marketing tool and reflects on an early manipulation of this process by the German authorities in the documentary Olympia, a film produced for the summer Olympics in 1936. The third case study reports on the manner in which the media has created tensions between connoisseurs of fine food and drink and hospitality industry professionals, and its subsequent implications on service quality. The final case investigates the role of the media in reducing demand for hospitality services in Melbourne on New Year’s Eve 2000.
Through an analysis of these diverse, but important case studies, it can be seen that the media has had, and continues to have, an impact on the development of the tourism industry in both positive and negative ways. The limitations of this research are discussed and recommendations are made for further research that will assist in developing a more comprehensive typology of the media’s role in tourism.

Socio-demographic constraints to travel behavior

Purpose – This study aims to ascertain the effect of socio-demographic constraints on dimension of travel choice. This study also seeks to derive personal ecological explanations for variation in travel preference, travel intention and travel choice behavior of a wide range of destinations.

Design/methodology/approach – A large representative sample of 49,105 Australian respondents is utilized. Binary logistic regression is used to determine the impact of constraint variables.

Findings – Age, income and life stage have significant differential and interactive effects on travel behavior. Socio-demographic variables act in different ways to constrain/free different types of travel behavior. However there are significant levels of travel by even the most constrained groups as well as significant amounts of non-travel by the least constrained sectors of our society. These impacts are country specific.

Research limitations/implications – The travel motivations of constraint groups need to be considered to order better understand travel behavior. Investigation of psychological and ecological facilitators and constraints to travel is needed.

Practical implications – This information is most useful for market segmentation and the development of constraint group destination marketing plans. Managers can use utilize such results to minimize the barriers to travel by particular groups.

Originality/value – This paper utilizes a large database to provide insights into the personal ecological constraints to travel.

Regional branding : perspectives of tourists in Australia

This paper aims to explore the overlap and gap between the communication efforts of destination marketing organisations (DMO)’s and consumer perspectives of tourism destination within Australia. This paper applies qualitative and quantitative methodologies. Three stages of analysis are discussed. The web site content of state tourism authorities are analysed using Leximancer. The results show that states are using differing perceptual dimensions to portray characteristics of state tourism destinations. It is also found that consumers can recall the slogans and positioning of some states to a much greater extent than others. Finally it was shown that there was little correspondence and consistency between state positioning slogans and the destination promise and actual content on the web site.

A social marketing approach to choice of study destination : an exploratory study on international postgraduate students from Asia

Using structural modelling, this paper investigates the relationship between non academic factors of choice of study destination and satisfaction among Asian postgraduate students studying in Australia from a social marketing perspective. The results indicate that four factors, recognition of the institution, Information, infrastructure and cultural support, are major factors of choice which influence overall satisfaction among the cohort of students. The study concludes that universities need to place a strong emphasis on non educational aspects in order to improve satisfaction levels of students.

Future research directions in tourism marketing

Purpose – The purpose of this paper is to formulate and discuss future research avenues for the marketing of tourism services.

Design/methodology/approach – The approach taken in the paper is to review the relevant literature and focus on the key themes most important for future research on tourism marketing.

Findings – The paper finds that there are a number of research avenues for tourism marketing researchers and marketing practitioners to conduct investigations on but the most important areas are consumer behavior, branding, e-marketing and strategic marketing.

Practical implications – The paper is relevant to tourism firms and destination management organizations in the development of marketing activities/capabilities to increase their customer base. In addition, as this paper takes a global perspective it is also helpful to compare different international research directions.

Social implications – Changing demographics and the aging of the global population mean different marketing approaches will be needed to market tourism services to older consumers and also consumers from developing countries such as China and India.

Originality/value – This paper is a key resource for marketing practitioners wanting to focus on future growth areas and also marketing academics interested in tourism marketing that want to stay at the forefront of their research area of expertise.

Customer-focused CRM: a marketing challenge for organizations

The article explains that CRM is all about building longterm business relationships with customers. It is best described as the blending of internal business processes: sales, marketing and customer support with technology. Research indicates that poor project planning, weak and
incomplete business cases, cost and complexity of the technology, lack of.technological skills, lack of system integration and lack of senior management involvement in the CRM process are among the many factors that inhibit the successful adoption ofCRM in companies. The article presents a framework for customer centric CRM.

"Beyond number crunching" : applying qualitative techniques in sport marketing research

Valid and reliable research is pivotal to successful sport marketing strategy. Market research may be gathered via either quantitative or qualitative means. This paper explores the theoretical background and practical applications of qualitative research techniques. It explains the appropriate context for qualitative approaches, and discusses sampling procedures with particular emphasis on the powerful but simple technique known as theoretical sampling. In addition, it clarifies and explores data analysis procedures. The purpose of this paper is to provide sport market research practitioners with a model for implementing qualitative methodologies in sport marketing campaigns.