THE IMPACT OF SPORTS EVENTS IN TOURISM INDUSTRY
A CASE STUDY OF A POTENTIAL F1 GRAND PRIX IN GREECE
Aim and Objectives
Rationale of my choice:
McCartney argues that sporting events can operate as a useful communication tool in order to improve the visitors’ awareness and as an attraction to a destination (McCartney, 2005). As a result, sport events can play anessential role to the substantial touristic development of a country. Generally, it is very interesting to understand and evaluate the role of sport events in tourism industry. In addition, the touristic product of Greece is characterised by the 3S (sun, sand, sea). The aforementioned elements are worth to be examined in contradiction with the fact that sport tourism in Greece has not developed yet,in order to investigate further how a sport event like F1 can influence the already offered touristic product. Taking into consideration that Greece faces huge problems due to the economical crisis, the fundamental question is if Greece can overcome these huge economic problems by hosting a sporting event like F1 grand prix.
The purpose of this study is to prove how a sport event likeformula 1 influences the touristic demand. This target will be approved through the research of up to date literature review, from the examination of relevant case studies from countries which have hosted huge sporting events and from the analysis of primary data. Furthermore, the reasons for which this target might fail will be examined. The main objectives of this research are:
➢ To indentifythe relation between sporting events and tourism
➢ To examine in which degree a potential F1 grand prix will help the promotion of Greek tourism
➢ To evaluate in which way this new touristic product will be promoted in order to enhance the already offered touristic package
It is difficult to give the definition oftourism due to the fact that it is a broad phenomenon. According to Smith there are too many definitions for tourism, as the investigators which tried to indentify one (as Pike cited by Smith, 2008, p.20). According to Sharpley tourism ‘‘is a social phenomenon which involves the movement of people to various destinations and their (temporary) stay here’’ (as Pike cited by Sharpley, 2008, p.21).Another demonstrative definition of tourism was given by WTO, as ‘‘the activities of persons travelling to and staying in places outside their usual environment for not more one consecutive year for leisure, business and other purposes’’ (Pike, 2008, p.21). In this study, the nature of F1 as touristic product will be examined, so as to define touristic marketing. Due to the fact that touristicmarketing is a part of marketing and it is based on the basic principles of marketing, there is no specific way to define it. According to the British Chartered Institute of Marketing, marketing can be defined as ‘the management process responsible for indentifying, anticipating and satisfying customer requirements profitably, to meet organisational objectives ‘’ (Middleton, 2001, p.23). As far as thenature of sport tourism, few definitions are available. Hall (1992) states that sport tourism is when the activity a person engages in when he travels for non-commercial reasons to participate or attend sporting activities away from the home range. Standeven (199) argues that this definition will be acceptable only if it includes the category of business and commercial tourism.
History Backroundof Formula 1:
In 1950, the first grand prix took place in Silverstone, Great Britain. The grand prix was conducted under the FIA (Federation Internationale de l'Automobile). FIA is a national organization which even today organises the conduction of the word championship of F1. In essence, the history of this sport event began in the early 20th century in France with Lemans grand prix....
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