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| Author: | Singh, N. Hu, C. |
| Title: | Understanding strategic alignment for destination marketing and the 2004 Athens Olympic Games: Implications from extracted tacit knowledge |
| Journal: | Tourism Management
2008 : OCT, VOL. 29:5, p. 929-939 |
| Index terms: | tourism marketing knowledge |
| Language: | eng |
| Abstract: | Major international hallmark events represent a significant opportunity for marketing tourism to the host country. The Olympic Games is a good example of such opportunity. The coordination between the Olympic organizing committee and the destination marketing organization of the host country becomes a kowledge-intensive and exceptionally complicated task because of the scale and importance of the event. This study analyses on-site interview data collected from top executives of the two major organizations involved in the 2004 Summer Olympic Games. The research achieved two objectives. It extracted and organized the tacit knowledge from both organizations to discover major issues concerning the Athens 2004 Olympic Games. It also identified the strategic alignment issues between the domains of Olympics planning and destination marketing and proposed a conceptual framework for the future Olympic host countries. |
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