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Sponsor hospitality at the Olympic Games: an analysis of the implications for tourism

✍ Scribed by Graham Brown

Publisher
John Wiley and Sons
Year
2007
Tongue
English
Weight
127 KB
Volume
9
Category
Article
ISSN
1099-2340

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✦ Synopsis

Abstract

The study examined the impact on tourism of sponsor hospitality programmes at the Sydney Olympic Games. With preferential access to resources accorded to Olympic sponsors, new tourism networks were created. The role of the media, interpersonal communication and implicit messages using Olympic symbols are discussed. A survey of people invited by Olympic sponsors to attend the Sydney Olympic Games found that 80% of guests had not previously visited Australia. Positive evaluations of their experience at the Olympic Games, attending events and visiting the host city, created a desire to return and to recommend the destination to others. Copyright Β© 2007 John Wiley & Sons, Ltd.

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