A Theoretical Comparison of the Economic Impact of Large and Small Events

In response to the increasing debate on the relative worth of small events compared to large events, we create a theoretical model to determine whether smaller events are more likely to create positive economic impact. First, event size and city size are redefined as continuums of resources. The concepts of event resource demand (ERD) and city resource supply (CRS) are introduced, allowing for a joint analysis of supply and demand. When local economic conditions are brought into the analysis, the framework determines how a city resource deficiency or surplus affects the economic impact of an event. This resource-based approach assists public officials and event organizers in making more rational decisions for hosting events when they pursue positive economic impacts. Specifically, we find small events have a higher potential for positive economic impact and hosting multiple smaller-sized events is a better strategy than hosting a big event

Canadian national sport organisations’ use of the web for relationship marketing in promoting sport participation

Sport participation development requires a systematic process which involves knowledge creation, dissemination and interactions between National Sport Organisations, participants, clubs and associations as well as other agencies. Using a relationship marketing approach (Grönroos, 1997, Gummesson, 2002, Olkkonen, 1999), this paper addressed the question ‘How do Canadian NSOs use the Web, in terms of functionality and services offered, to create and maintain relationships with sport participants and their sport delivery partners?’ Ten Canadian NSOs’ websites were examined: functionality was analysed using Burgess and Cooper’s (2000) eMICA model, while NSOs’ utilisation of the Internet to establish and maintain relationships with sport participants was analysed using Wang, Head and Archer’s (2000) relationship-building process model for the Web. It was found that Canadian NSOs were receptive to the use of the Web, but their information-gathering and dissemination activities, which make-up the relationship-building process, appear sparse, and in some cases are lagging behind the voluntary sector in the country

A Theoretical Comparison of the Economic Impact of Large and Small Events

In response to the increasing debate on the relative worth of small events compared to large events, we create a theoretical model to determine whether smaller events are more likely to create positive economic impact. First, event size and city size are redefined as continuums of resources. The concepts of event resource demand (ERD) and city resource supply (CRS) are introduced, allowing for a joint analysis of supply and demand. When local economic conditions are brought into the analysis, the framework determines how a city resource deficiency or surplus affects the economic impact of an event. This resource-based approach assists public officials and event organizers in making more rational decisions for hosting events when they pursue positive economic impacts. Specifically, we find small events have a higher potential for positive economic impact and hosting multiple smaller-sized events is a better strategy than hosting a big event

Canadian national sport organisations’ use of the web for relationship marketing in promoting sport participation

Sport participation development requires a systematic process which involves knowledge creation, dissemination and interactions between National Sport Organisations, participants, clubs and associations as well as other agencies. Using a relationship marketing approach (Grönroos, 1997, Gummesson, 2002, Olkkonen, 1999), this paper addressed the question ‘How do Canadian NSOs use the Web, in terms of functionality and services offered, to create and maintain relationships with sport participants and their sport delivery partners?’ Ten Canadian NSOs’ websites were examined: functionality was analysed using Burgess and Cooper’s (2000) eMICA model, while NSOs’ utilisation of the Internet to establish and maintain relationships with sport participants was analysed using Wang, Head and Archer’s (2000) relationship-building process model for the Web. It was found that Canadian NSOs were receptive to the use of the Web, but their information-gathering and dissemination activities, which make-up the relationship-building process, appear sparse, and in some cases are lagging behind the voluntary sector in the country

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

The demand for sports and exercise: Results from an illustrative survey

Funding from the Department of Health policy research programme was used in this study.There is a paucity of empirical evidence on the extent to which price and perceived benefits affect the level of participation in sports and exercise. Using an illustrative sample of 60 adults at Brunel University, West London, we investigate the determinants of demand for sports and exercise. The data were collected through face-to-face interviews that covered indicators of sports and exercise behaviour; money/time price and perceived benefits of participation; and socio- economic/demographic details. Count, linear and probit regression models were fitted as appropriate. Seventy eight per cent of the sample participated in sports and exercise and spent an average of £27 per month and an average of 20 min travelling per occasion of sports and exercise. The demand for sport and exercise was negatively associated with time (travel or access time) and ‘variable’ price and positively correlated with ‘fixed’ price. Demand was price inelastic, except in the case of meeting the UK government’s recommended level of participation, which is time price elastic (elasticity = −2.2). The implications of data from a larger nationally representative sample as well as the role of economic incentives in influencing uptake of sports and exercise are discussed.This article is available through the Brunel Open Access Publishing Fund

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

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