Tourists' consumption and interpretation of sport event imagery

Abstract

In an era when popular and mass cultures are positioned further up the symbolic hierarchy, sport events are deemed by cities to be a valuable image or branding tools. Event strategies are often justified by their envisaged image effects and the celebrities, iconic structures and media exposure associated with sport events means that they are viewed as being particularly effective for this purpose. This paper evaluates the image effects of strategies deployed by three English cities; Birmingham, Manchester and Sheffield. Each of these cities has used a combination of regular sport fixtures, ‘mega’ sport events and event bids to further their reputations as tourist destinations. Semi-structured interviews with a representative sample of potential tourists were used to provide evidence of the impacts of these initiatives. Despite some participants making connections with traffic chaos and violence, in general sport events appear to have encouraged positive connotations amongst potential tourists, including modernity, progress and vitality. Events seem to be regarded favourably at a cultural level, generating widespread positive meanings even when individual preferences vary. This has positive implications for cities deploying sport events as re-imaging or branding tools