Sport Tourism: Regional Promotion Strategies

José Cadima Ribeiro (), José Viseu and Nuno Pereira
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Nuno Pereira: Universidade do Minho - NIPE, http://www.eeg.uminho.pt

No 13/2004, NIPE Working Papers from NIPE - Universidade do Minho

Abstract: The main purposes of this paper are (i) to analyze the regional promotion strategies of the UEFA Euro 2004 and (ii) to contribute for the improvement of planning and implementation strategies of tourism marketing at regional level. Data regarding these strategies were collected and synthesided. We verified if these match some of the theoretical issues of promotion and tourism marketing. Despite the fact that already many studies have been made, internationally, on the impact of sport events, the present study contains something new as it introduces an ante analysis on the regional pronotion strategies of major sport events.Unlikely, the results show that no specific and integrated regional promotion strategy was pursuit, and no substantial additional financial effort was made. In what concerns the private regional tourism agents, no promotion could be found. The main tourism promotion competition came from across the boarder, whit dynamic promotion actions of the nearby Spanish regional responsibles.

Keywords: UEFA Euro 2004; tourism; promotion; marketing; regional; Minho; Portugal; Spain and major sport events. (search for similar items in EconPapers)
JEL-codes: L83 O18 R11 R58 (search for similar items in EconPapers)
Date: 2004
New Economics Papers: this item is included in nep-cul, nep-geo and nep-spo
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