Mega-events and the "Showcase" effect: investigating the moderating influence of exposure to the 2004 Olympic games telecast and interest in the Olympic movement- an Australian perspective

Survey-based research explored the moderating effects of "exposure" to the Australian free-to-air telecast of Athens 2004 and "interest" in Olympic Games in developing behavioral intentions to visit Greece in the future. Differences were found between groups with low and high levels of exposure to the telecast, and also between groups with high levels of interest in the Olympic Games, but these were only marginal. When the combinatorial influences of these two variables were considered simultaneously, their effects were generally synergistic. The article calls for further research on this area of mega-events, as the results, while of significance, provide food to continue the broader debate on the role of mega-events in developing tourism to their host destinations after their staging.

Volunteering abroad : motives for travel to volunteer at the Athens Olympic Games

Volunteers have become essential to the delivery of sport events. Megaevents, such as the Olympic Games, rely on a large number of volunteers for the successful running of the event, some of whom travel to volunteer. This study investigates the motives of a group of people who volunteered at the Sydney Olympics as they prepared to travel to volunteer at the 2004 Athens Olympic Games. Four key motives were identified: (a) nostalgia, (b) camaraderie and friendship, (c) Olympic (i.e., subcultural) connection, and (d) sharing and recognition of expertise. The motives identified distinguish event volunteer tourists from other volunteer tourists and from other event volunteers. It is suggested that the recruitment, retention, and reacquisition of event volunteers will be served by understanding the motives and experiences of repeat event volunteers.

The before and after effect of the Olympic games on the host city's property market : the Sydney experience

This research evaluated the impact of the Olympic Games on the host city's residential property market, both before and after the Games. Using a time  series approach between 1990 and 2003, this paper examines various indicators to measure the effect of the 2000 Olympics on the Sydney property market. The research shows that although the Olympics were held for only ten days, its influence on the surrounding market in a direct and indirect manner was substantial. It appears that the lasting effect of the Games on the property market remained strongest in the general vicinity of the Olympic Village, and then gradually weakened over time in areas located further away from this precinct. It emphasised the role of urban planning both before and after the event, and how to use a major sporting event to gentrify a suburb.

Sharing the moment : on the Olympic Games as spectacle

Article examining the 'sale' of Olympics drawing on Kant's aesthetics of beauty in the Critique of Judgment.

Proving a negative in history: the non-appearance of the Hungarian football team at the Melbourne Olympic Games in 1956

In this article we examine why Hungary, despite having the best football team in the world, did not enter the competition at the 1956 Melbourne Olympic Games. We examine several explanations and find them to be based on errors and misconceptions. Given the significance of sport in socialist societies, we believe that the most likely explanation lies in the relationship between the Hungarian communist regime and that of the Soviet Union. Ongoing archival research suggests that the Hungarian regime did not enter a football team because it wanted to assist the Soviet Union in winning the gold medal, which it was thought would demonstrate the moral superiority of communism. This proposition is supported by a 2012 interview with Jenö Buzánszky, one of the two survivors of the Hungarian team.

Explanations for the United States of America's dominance in basketball at the Beijing Olympic Games (2008)

Anecdotally, the fast pace at which the USA men's basketball team played at the 2008 Olympics was the main reason for their dominance, although there is no way of quantifying what a fast pace is or how it contributed to point differentials. The aim of this study was to examine the game-related statistics that discriminate between fast- and slow-paced games, as well as to identify key performance factors relating to point differentials. We analysed game-related statistics for each quarter of the eight games played by the USA using a k-means cluster analysis to classify game pace using ball possessions per game quarter. We then tested for differences in game statistics between slow- and fast-paced game quarters using analysis of variance and discriminant analysis. How differences in game-related statistics affected point differentials was examined using linear regression. The largest structure coefficient between game paces for the USA was for recovered balls (0.33, < 0.001). The biggest contributors to the point differences in games were recovered balls (16.9, P < 0.001) and field goals (22.2, P < 0.001). We conclude that when the USA play a fast-paced game, they are able to recover more balls from opponents that they then turn into effective field-goal shooting.

The Melbourne 2006 Commonwealth Games : what does it mean for the local property market?

In 2006 Melbourne will host the 18th Commonwealth Games with Brisbane being the last Australian city to host this event over two decades ago in 1982. Melbourne has not held a major global sporting event since the 1956 Olympic Games, although the 2006 Commonwealth Games follows on from the successful 2000 Sydney Olympics. These sporting events have continued to grow from strength to strength, and have been assisted by Australia's close affiliation with sport and the widespread global media coverage. In a similar manner to other sporting events that Melbourne hosts, including the Australian Tennis Open, Formula One Grand Prix, Motorcycle Grand Prix, Melbourne Cup and Australian Football League, the city and its inhabitants are consumed by these events. The 2006 Commonwealth Games is certain to follow this trend.
The task of hosting the Commonwealth Games is enormous, although actively pursued in a fierce bidding process by competing cities. The benefits are undisputed and include an influx of visitors to the host city, an opportunity to enhance or rebuild infrastructure such as transport, plus the worldwide focus on the host city before and during the event. A high level of planning is undertaken for years well in advance of the event, and this may have an effect on the surrounding property market. Through the media both buyers and sellers are constantly reminded of the upcoming Games, the venues and the increased demand that will occur. Accordingly, this research investigates the task of hosting a major global sporting event such as the Commonwealth Games, and importantly how affects infrastructure in a host city. Attention is placed on the 2006 Commonwealth Games and the Melbourne property market. Whilst every host city differs in characteristics such as size, location and timing of the event, the findings of this study will assist a future host city to plan for the highly irregular circumstances that accompany a high profile one-off major sporting event.

Examining integrated advertising and sponsorship in corporate marketing through televised sport

To determine how integrated TV advertising and event sponsorship should be best managed and evaluated, a theoretical framework derived from global exploratory research of academic literature and consulting reports was validated by 16 experts. To benchmark the current practices against the best practice integration methods, 12 campaigns, which had sponsored a televised event and placed advertisements during the broadcast of the event, were analyzed via case studies. The investigated competitions included the Wimbledon Tennis Tournament in London and the Olympic Games in Sydney. The examined brands comprised automotive, financial services, retail chain, office equipment, and consumer goods. A total of 24 semi-structured in-depth interviews were conducted-two for each case-one interview with an internal marketing executive from the promoted corporation, and a second with an external respondent from the advertising agency, event management organization, market research firm, or television channel. The study identified the key techniques that led to increased corporate sales-four steps and four objectives with necessary performance measures.

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.

Recent global trends in the Chinese construction industry and its market

The rapidly increasing construction demand in China, particularly spurred by the coming 2008 Beijing Olympic Games and the 2010 Shanghai Expo, provides challenging opportunities for overseas construction enterprises. Therefore understanding the structure and dynamics of construction industry in China is crucial, particularly the potential changes of the market after the China's entry into the World Trade Organization. This paper analyses the development of construction economics and institutional regulations in the construction market, and provides a comprehensive image on the Chinese construction sector in the global environment.

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.