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Sports Tourism: Strategies for Successful Development
David Walmsley
SPORTS TOURISM: STRATEGIES FOR SUCCESSFUL DEVELOPMENT
Sports Tourism: Strategies for Successful Development
Author, David Walmsley
Executive summary
Sports tourism assumptions have been responsible for a considerable uplift in interest in hosting major sports events and investing in infrastructure and marketing. Protagonists claim huge sums in economic impact and use these to justify hosting fees and the diversion of public funds. These assumptions may be accurate but many cities, regions and countries are unclear as to how to scrutinise them and in many cases what truly constitutes sports tourism. Sports Tourism: Strategies for Successful Development presents a series of lenses through which the decisions and options can be viewed. Light is shone on the definitions of sports tourism and questions reviewed as to how its impacts can be evaluated. The report presents models for reviewing strategic options and allows tourism strategists to optimise their approach to meet achievable and sustainable objectives which play to their natural strengths.
Four types of sports tourism
Industry experts agree that awareness of market segmentation is one of the foundation stones of a successful sports tourism strategy. Without knowledge of the character and requirements of each segment, a destination cannot understand where best to position its offer to acquire the benefits it seeks, nor what elements that offer must include to maximise those gains. Typically, a strategy can target one or more of the sports tourism market’s four segments:
Sports tourism intensity hierarchy
SPORTS TOURISM: STRATEGIES FOR SUCCESSFUL DEVELOPMENT
Incidental sports tourism
Nostalgia sports tourism
Spectator sports tourism
Participation sports tourism
Intensity of sporting focus L Source: D Walmsley o w High
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