Leveraging Sport Mega-Events: New Model or Convenient Justification?

A range of recent studies have shown that the social and economic impacts of mega-events are often disappointing. This has stimulated interest in the notion of leveraging; an approach which views mega-events as a resource which can be levered to achieve outcomes which would not have happened automatically by staging an event. This paper aims to advance understanding about leveraging – by exploring the rationale for this approach and by identifying different types of leveraging and their relative merits. The work critically explores whether mega-event leveraging represents a new approach or whether it simply provides a convenient justification for expensive and controversial mega-event projects. The paper aims to enhance conceptual understanding, rather than to explore a specific case empirically; but a series of examples are used for illustrative purposes. These are drawn from projects adopted in association with the London 2012 Olympic and Paralympic Games

For the benefit of all? Developing a critical perspective in mega-event leverage

The purpose of this article is to bring to light the need for developing a critical leveraging perspective on mega-events and propose a research agenda that extends the focus of the leverage concept towards this direction. Current research on leverage focuses on the attainment and magnification of mega-event outcomes. A critical lens of inquiry however is needed to move forward and take into account the influence of power structures and social-ordering processes on developing and implementing strategic leveraging programs. Such a perspective can help examine if and how the benefits of mega-events are fairly delivered to host communities, equally distributed among stakeholders and then sustained, while negative impacts are minimised. Ten research themes are brought forward to help build a robust ground for a critical mega-event leveraging perspective

Russian Artistic Gymnastics as a Sports Tourism Product: Some Observations and a Research Agenda

Tourism and its importance to the Russian Federation are very much in the headlines at present. Considering the huge investment made in facilities for the Winter Olympics, the building of new sports facilities for such mega events as the Football World Cup, and the status of St Petersburg as a candidate city for the 2028 Olympics, it is clear that Russia has long term plans to attract visitors to their sporting events. The purpose of this paper is to develop a research agenda to explore the potential of artistic gymnastics, a sport in which the Russian Federation has excelled for many years, as an agent of tourism development. The paper will take a case study approach, considering the nature of fandom and identifying features of artistic gymnastics as cultural heritage and sports tourism product. The national and international environment within which it is set are examined, prior to the development of a research agenda. A detailed review of literature on the historic, current and emerging trends in Russian artistic gymnastics; the place of artistic gymnastics in tourism development and sports tourism in Russia will be carried out. The paper’s findings will include considerations of: • The nature of gymnastics fandom, both in Russia and internationally • The nature of sports tourism development in the Russian Federation • The nature of gymnastics as a sport and its competition cycle • Artistic gymnastics as cultural heritage, and its potential as an autonomous means of promoting Russian national identity • The relationship between Russia’s sometimes fading gymnastics competition results, and its potential to leverage the sport for tourism interest • The potential for tourism product development linked to artistic gymnastics in the Russian Federation. The paper contributes to the literature on the nature of sports tourism as it relates to artistic gymnastics in the Russian Federation in particular

Factors Affecting Repeat Visitation and Flow-on Tourism as Sources of Event Strategy Sustainability

The sustainability of including medium sized one-time sport events in an event portfolio is examined with reference to the capacity of one such event to stimulate flow-on tourism (i.e. tourism activities beyond the event but around the time of the event), a desire to return to the destination, and positive word-of-mouth. Relationships among four motives (socialising, escape, learning about the destination, and learning about athletics), identification with the event (self and social identity), previous visitation to the host destination, information search, tourism activities, and likelihood of recommending and/or returning to the host destination were examined for four categories of attendees at the Pan American Junior Athletics Championships: primary purpose spectators, casual spectators, athletes, and non-athlete participants. All four categories of attendee engaged in some information search and participated in flow-on tourism, but to a low degree. Information search fostered flow-on tourism. Classic tourism activities (e.g. sightseeing, visiting museums) were motivated by a desire to learn about the destination, and encouraged future visitation and likelihood of recommendation. It is concluded that medium-sized one-time sport events can play a sustainable role in event portfolios, but their efficacy requires greater integration of destination experiences with the event. It is suggested that future work should examine the means to cultivate that integration, including creation of more effective alliances between destination marketers and event organizers

Eventscapes and the creation of event legacies

Attention is directed to the difference in event legacies created by mega-events which often cause dramatic physical changes in urban environments and those which accompany events which leave very little imprint on the landscape where they are held. The Tour Down Under cycle race, which is held annually in South Australia, is examined as an example of the latter. The spatial pattern of the event and the range of settings which support it are presented as an eventscape by drawing on concepts such as Bale's [1994. Landscapes of Modern Sport. Leicester: Leicester University Press] sportscape and Bitner's [1992. “Servicescapes: The Impact of Physical Surroundings on Customers and Employees.” The Journal of Marketing 56 (2): 57–71] servicescape. These interpretations are used to identify legacies. It is suggested that the creation of positive legacies requires communities that are part of the eventscape to engage in imaginative leveraging that is consistent with long-term strategic objectives. The paper offers a new definition of eventscape

How Visitors and Locals at a Sport Event Differ in Motives and Identity

Although the literature on events differentiates between locals, casual attendees, and those who have travelled specifically to attend the event, little is known about how the types of attendee differ. This study compared the fan motivation, leisure motivation, and identification with the subculture of athletics reported by a sample (N = 777) of attendees at the 2005 Pan American Junior Athletics Championships. Age, gender, and income were also included. Regression analyses were used to determine the structure of relations among the variables, and to ascertain whether the levels of motivation or identity varied among the three types of attendee. Tests for linear restrictions were used to determine whether the structure of relations among the variables differed by type of attendee. The structure of relations among the variables did not differ among the three types of attendee, but attendees who had travelled specifically to attend the event reported substantially higher identification with the subculture of athletics, and slightly higher fan motivation. Identification with the subculture of athletics mediated much of the effect. Females reported higher fan motivation and higher leisure motivation than did males. Age had a small but significant relationship with fan motivation, and income had a small but significant relationship with leisure motivation. Findings are generally consistent with predictions derived from theories of motivation, subculture, and gender roles. It is suggested that marketing communications directed out-of-town should highlight opportunities to strengthen, parade, and celebrate, while those in the local trading radius should underscore the entertainment, aesthetics, and vicarious achievement featured at the event

Planning and Leveraging Event Portfolios: Towards a Holistic Theory

This conceptual paper seeks to advance the discourse on the leveraging and legacies of events by examining the planning, management, and leveraging of event portfolios. This examination shifts the common focus from analyzing single events towards multiple events and purposes that can enable cross-leveraging among different events in pursuit of attainment and magnification of specific ends. The following frameworks are proposed: (1) event portfolio planning and leveraging, and (2) analyzing events networks and inter-organizational linkages. These frameworks are intended to provide, at this infancy stage of event portfolios research, a solid ground for building theory on the management of different types and scales of events within the context of a portfolio aimed to obtain, optimize and sustain tourism, as well as broader community benefits

Olympic legacy and cultural tourism: Exploring the facets of Athens' Olympic heritage

This study examines the effects of the Olympic Games on Athens’ cultural tourism and the city’s potential to leverage the Olympic legacy in synergy with its rich heritage in order to enhance its tourism product during the post-Games period. In doing so, a qualitative and interpretive approach was employed. This includes a literature review on Athens’ 2004 Olympics to identify the sport facilities and regeneration projects, which constitute the Olympic legacy and heritage. Based on that, an empirical analysis was undertaken, by collecting official documents about the 2004 Olympics, and conducting five semi-structured interviews with tourism/administrative officials. The findings indicate that the Olympiad contributed significantly to Athens’ built and human heritage, revealing the dimensions of new venues/facilities, infrastructure, transportation and aesthetic image of the city, and human capital enhancement. Hence, the Games affected to the multifaceted representation and reconstruction of the city’s identity and cultural heritage. However, the potential afforded from the post-Olympic Athens remains unrealised due to lack of strategic planning/management. The study concludes that there is a need to develop cross-leveraging synergies between the Olympic legacy and cultural tourism for the host city. Finally, a strategic planning framework for leveraging post-Games Olympic tourism is suggested in order to maximise the benefits of Olympic legacy and heritage in a host city’s tourism development

Practitioner perspectives of legacy: insights from the 2015 Pan Am Games

© 2019, © 2019 Informa UK Limited, trading as Taylor & Francis Group. Although legacy frameworks exist in academia and legacies are oft discussed in relation to publicly- and privately funded events, there remains a dearth of knowledge on practitioner conceptualisations of the concept. A case study of the Toronto 2014 Pan Am and Parapan Am Games was conducted using semi-structured interviews with event organisers and city officials to understand how practitioners conceptualise legacies, and what their goals are in relation to legacies. The findings show that organisers conceptualise legacies as solely positive, and include Games-time impacts and outcomes as part of the legacy. The positive frame supports the three central legacy goals: justifying public spending on events, boosting public support for event hosting, and advancing city development goals through event hosting. This research contributes to the discourse on event legacy and takes an important step in expanding understandings of practitioner conceptualisations of legacy

The political process of constructing a sustainable London Olympics sports development legacy

This study attempts to develop a research agenda for understanding the process of constructing a sustainable Olympic sports development legacy. The research uses a social constructivist perspective to examine the link between the 2012 London Olympic Games and sustainable sports development. The first part of the paper provides justification for the study of sport policy processes using a constructivist lens. This is followed by a section which critically unpacks sustainable sports development drawing on Mosse’s (1998) ideas of process-oriented research and Searle’s conceptualisation of the construction of social reality. Searle’s (1995) concepts of the assignment of function, collective intentionality, collective rules, and human capacity to cope with the environment are considered in relation to the events and discourses emerging from the legacy vision(s) associated with the 2012 London Olympic Games. The paper concludes by proposing a framework for engaging in process oriented research and highlights key elements, research questions, and methodological issues. The proposed constructivist approach can be used to inform policy, practice, and research on sustainable Olympic sports development legacy