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| Author: | Brown, G. |
| Title: | Sponsor hospitality at the Olympic Games: An analysis of the implications for tourism |
| Journal: | International Journal of Tourism Research
2007 : SEP/OCT, VOL. 9:5, p. 315-327 |
| Index terms: | Australia tourism management sponsorship |
| Freeterms: | corporate hospitality Olympic games sports |
| Language: | eng |
| Abstract: | In this study, the impact on tourism of sponsor hospitality programmes at the Sydney Olympic Games (as: S.O.G.) is explored. Discussed is the role of the media, interpersonal communication and implicit messages using O. symbols. Based on a survey of people invited by O. sponsors to attend the S.O.G. it is found that 80 percent of guests had not previously visited Australia. Positive evaluations of their experience at the O. games, attending events and visiting the host city, created a desire to return and to recommend the destination to others. |
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