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on Cultural Economics |
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Issue of 2005‒03‒06
two papers chosen by Roberto Zanola Universita egli Studi del Piemonte Orientale |
| By: | José Cadima Ribeiro; José Viseu; Nuno Pereira (Universidade do Minho - NIPE) |
| Abstract: | The main purposes of this paper are (i) to analyze the regional promotion strategies of the UEFA Euro 2004 and (ii) to contribute for the improvement of planning and implementation strategies of tourism marketing at regional level. Data regarding these strategies were collected and synthesided. We verified if these match some of the theoretical issues of promotion and tourism marketing. Despite the fact that already many studies have been made, internationally, on the impact of sport events, the present study contains something new as it introduces an ante analysis on the regional pronotion strategies of major sport events.Unlikely, the results show that no specific and integrated regional promotion strategy was pursuit, and no substantial additional financial effort was made. In what concerns the private regional tourism agents, no promotion could be found. The main tourism promotion competition came from across the boarder, whit dynamic promotion actions of the nearby Spanish regional responsibles. |
| Keywords: | UEFA Euro 2004, tourism, promotion, marketing, regional, Minho, Portugal, Spain and major sport events. |
| JEL: | L83 O18 R11 R58 |
| Date: | 2004 |
| URL: | http://d.repec.org/n?u=RePEc:nip:nipewp:13/2004&r=cul |
| By: | José Cadima Ribeiro; José Viseu; Cristina ROdrigues; Tânia Delalande (Universidade do Minho - NIPE) |
| Abstract: | The purpose of this paper is to establish the profile of the foreign visitor that attwnded the UEFA Euro 2004 Championship in Portugal, namely in the Minho region. Data were collected through a one-to-one inquiry carried out before the matches that took place in Braga e Guimarães. The survey instrument included aspects like the visitors´past comsuption behaviour, media audience and live attendance sport habits. The results we got show that sport event tourists living in countries with higher per capita income spent more in the UEFA Euro 2004. They also stayed in country longer than other visitors. Other valuable information for both tourism operators and tournament managers we got is that most sport event tourists decided to overnight on sites with efficient and direct accesses to the matches. Otherwise, they may be characterised as usual sport consumers in terms of active and passive sport comsumption behaviour. The return of visitors to the sites where the UEFA Euro 2004 took place remains unsolved. Future studies should concentrate on comunity reimbursement and mid/long term benefits. |
| Keywords: | UEFA Euro 2004, economic impact of major sport events, sports tourism. |
| JEL: | C42 R11 L83 O18 |
| Date: | 2004 |
| URL: | http://d.repec.org/n?u=RePEc:nip:nipewp:15/2004&r=cul |