Sports results creating tourism value

Juan Luis Nicolau and María Jesús Santa-María
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Juan Luis Nicolau: University of Alicante, Spain
María Jesús Santa-María: University of Alicante, Spain

Tourism Economics, 2017, vol. 23, issue 3, 697-701

Abstract: The purpose of this article is to examine the effect of a tennis player’s performance in the Grand Slams on the market value of a leading airline from the player’s country. The analysis is applied to the Spanish airline, Iberia, and the Spanish tennis player, Rafael Nadal. It shows that his victories in the matches of the Grand Slam tennis tournaments led to an increase in the market value of Iberia. The result is confirmed by both the victory itself and the difference between sets in favor and sets against in the match.

Keywords: image; firm value; loss aversion; tennis; sports tourism; airlines (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:sae:toueco:v:23:y:2017:i:3:p:697-701

DOI: 10.5367/te.2015.0537

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