TOURISMOS: An International Multidisciplinary Refereed Journal of Tourism
Volume 11, Number 5, 2016
Creative Commons: BY-NC-ND
To download Volume 11, Number 5 in PDF form please click here (the file is approximately 2,6 MB and it opens in a new window).
EVENTS SPONSORSHIP AS A BUSINESS PARTNERSHIP: SUGGESTING THE CRITICAL SUCCESS FACTORS
Marios D. Soteriades
Sponsorship is now a commonly used component of the integrated marketing communications of many organisations. Despite the importance of sponsorship in the events marketing, this topic has not been investigated sufficiently. The aim of this paper is to explore and identify the critical success factors (CSFs) that determine sponsorship as a business partnership between an event organisation and its sponsor/s. This study proposes a framework of CSFs for events sponsorship as partnership, based on the model suggested by Tuten and Urban (2001). This framework provides (i) a foundation from which sponsorships could be evaluated in a more systematic and strategic manner; and (ii) a guidance for partners’ programs and plans in undertaking sponsorship ventures. It then empirically investigates this issue by a qualitative research method, a case study on Comrades Marathon, South Africa, in order to test and validate the suggested framework by means of practitioners’ perceptions and opinions.
PROFILING RESIDENTS BASED ON THEIR PERCEPTIONS AND ATTITUDE TOWARD SPORT EVENT: INSIGHTS FROM THE FIA WORLD RALLY CHAMPIONSHIP
Giacomo Del Chiappa - Angelo Presenza - Murat Yücelen
This study aims at profiling residents based on their perceptions and attitude toward a motor sport event, namely the FIA World Rally Championship. A structured questionnaire was developed and responses from a convenience sample of 759 residents were collected face-to-face in Olbia (Sardinia, Italy), the main municipality involved in the event. A two-step cluster analysis was applied to the seven factors identified by running exploratory factor analysis on a list of 46 statements used to investigate residents’ perceptions and attitudes. Results show that residents perceptions and attitudes are not homogeneous and that four clusters can be identified with significant differences based on their socio-demographic characteristics. “Supporters” is the biggest one, followed in decreasing order of size, by: “Neutrals”, “Enthusiasts but culturally and environmentally concerned” and “Critics”. Contributions to the body of knowledge and managerial implications are discussed and suggestions for further research are given.
THE INFLUENCE OFMEDIA IMPLEMENTED INTO THE EVENT-TOURIST CAREER MODEL: TRIYAS TRIATHLON, ABU DHABI
Nataša Slak Valek, & Al Anood Al Buainain, Research Assistant
Using the athletes’ career trajectory model, this study implements the influence of media into the trajectory of active sport event participants’ decision-making process. It examined athletes’ motivation, media influence, travel style and behaviours, and event selection among participants of TriYas triathlon organized in Abu Dhabi, United Arab Emirates. Data were collected in February 2016 with an online survey sent to all participating athletes and descriptive statistic was used for data analyses. Results indicate that international media are followed by the majority of athletes included in our sample with no statistically significant differences between first-timers and returning participants (p=0.176). More promotion is expected in media, but on the other hand athletes do not choose sport events and destinations based on media coverage. In order to get more participants and visitors, which leads to more sponsors and media coverage our results cannot remain disregarded by sport events organizers
SOCIO-ECONOMIC ASPECTS OF THE “ELITE” LEISURE SPORTS AND SPORT TOURISM IN HUNGARY
Kiss, Róbert - Marton, Gergel - Prisztóka, Gyöngyvér - Raffay,Zoltán
The goal of the study is to observe the consumption of four elite-called leisure time sport activities (sailing, golf, skiing and tennis) in Hungary, during travels and staying at home, within the recreational zone. Authors compared these leisure activities following the four sport tourism dimensions: geographic environment, participation of the consumers, type of sport activity and motivations of tourists, and many more minor variables related to these dimensions. Based on these variables some of the sport activities found typical as generating foreign travels among Hungarians, such as ski and partly golf, but others, like sailing, and golf meant mostly domestic travels towards the lakes of the country. Meanwhile, tennis was taken rather recreational leisure activity among these sports. Authors also made comparison between the cost of these amateur level done sport activities and their popularity, so they observed the number of their followers as well as on the length of their season, just to name a few. They also weighted the socio-economic sensitiveness, and ranked them by their cost of the initial investment of the equipment, and annual costs of activities and finally their total costs
DESTINATION BRANDING AND VISITOR BRAND LOYALTY: EVIDENCE FROM MATURE TOURISM DESTINATIONS IN GREECE
Chryssoula Chatzigeorgiou & Evangelos Christou
Destination brands provide the link between visitors and destination management organisations; tourists may or may not develop a degree of loyalty to destinations as brands. This study suggests that trust in a destination brand has high influence in developing loyalty towards the destination. Based on hypotheses developed, trust in a destination as a brand is influenced by brand characteristics, destination characteristics and visitor characteristics. The survey took place in Greece and examined attitudes of past visitors of mature destinations. Survey results demonstrate that destination brand characteristics appear more important in their impact on a visitor’s trust in a brand. It was also found that trust in a destination brand is positively influencing brand loyalty and repeat visitation intentions.
THE ROLE OF EMOTIONS IN A SPORT EVENT EXPERIENCE
Giacomo Del Chiappa & Marcello Atzeni
This study investigates whether emotions can be considered a suitable variable to segment spectators at a sports event, as well as to test their affinity with social identification, perceived authenticity, satisfaction, and behavioural intentions. A structured questionnaire was developed and responses from a convenience sample of 258 spectators were collected on-site at the 2013 FIA World Rally Championship, Sardinia (Italy). A series of descriptive analyses, dual process cluster analyses (hierarchical and non-hierarchical), factor analyses, independent t-tests and chi-square tests were performed. Findings identified two segments; the cluster with the higher levels of positive emotions reported expressing higher levels of social identification, food-based and culture-based event authenticity (as measured by factors and/or composing items), satisfaction and behavioural intensions. Significant differences were reported between the two segments based on gender and prior experience with the event. Contributions to the body of knowledge and managerial implications are discussed and suggestions for further research are given.
REFUGEE ROUTES AND COMMON RESOURCE POOLS IN TOURISM AREAS: THE CASE OF LESVOS ISLAND, GREECE
Ioanna Simeli - Apostolos Tsagaris - Athanasios Manitsaris
Lesvos is a Greek island that during 2015 experienced the largest refugee crisis the country has ever witnessed. Refugees arriving to the island in groups totalling over 1.000.000 passed through the island. The current project using a UAV sought to identify the routes of refugees passing through tourism areas of the island and the possible impact these routes had on the development of these areas. Furthermore, the preservation of the common pool resources of these areas is a vital issue for the well being of local communities and the enchancement of their spirit of welcoming the refugees. An automated system used to inform local authorities about areas polluted by the mass movement of people is presented in this paper.
Except where otherwise noted, content on this site is licensed under aCreative Commons Attribution-Noncommercial-NoDerivatives 3.0 License
© University of
the Aegean, Greece