SPORTS EVENTS AS A TOOL TO LEVERAGE THE TOURISM DESTINATION IMAGE

Elsa Pereira (), Maria Margarida Mascarenhas () and Gustavo Pires ()
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Elsa Pereira: University of Algarve, Postal: Research Centre for Spatial and Organizational Dynamics (Cieo), University of Algarve, http://www.cieo.pt/
Maria Margarida Mascarenhas: Faculty of Human Kinetics (FMH), Postal: Professor at the, Faculty of Human Kinetics (FMH) , Technical University of Lisbon, http://www.fmh.utl.pt/
Gustavo Pires: Faculty of Human Kinetics (FMH), Postal: Full Professor, Faculty of Human Kinetics (FMH) , Technical University of Lisbon, http://www.fmh.utl.pt/

No 2014-4, Spatial and Organizational Dynamics Discussion Papers from CIEO-Research Centre for Spatial and Organizational Dynamics, University of Algarve

Abstract: Sports events have been used to promote host communities in the global marketplace. A model of strategic leveraging of sport events was created by Chalip (2004), where one of the strategic goals is to “enhance host´s destination image”. This paper presents the findings of a research related with the leveraging process of a portfolio of nautical sports events hosted in a tourist community of Algarve- Portugal, in order to reinforce the destination image of one of its main tourist resorts - Portimão. A case study method was used in this research and fieldwork was conducted from February 2008 until June 2009, based on qualitative interviewing before and during the events, direct observation and documental research of the events. We analyzed the data using the qualitative content analysis (Mayring, 2000) through qualitative data software, the NVivo version 9 from QSR International. The empirical study showed that the strategic goal “enhance host destination´s image” was applied in the research setting and several actions were developed in order to implement it, which confirmed the application of the theoretical model proposed by Chalip (2004) in real contexts.

Keywords: Sports Events; Nautical Events; Leveraging; Destination Image; Tourism (search for similar items in EconPapers)
JEL-codes: L83 M31 (search for similar items in EconPapers)
Pages: 16 pages
Date: 2014-02-07
New Economics Papers: this item is included in nep-sog, nep-spo and nep-tur
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