AN INVESTIGATION INTO HOSTING GLOBAL SPORTING EVENTS AS AN EFFECTIVE MARKETING TOOL: A CASE STUDY OF CARDIFF
Hiscocks, Thomas Matthew
Cardiff Metropolitan University
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Global sporting events are becoming more popular year on year with the rise and profile of brands attaching themselves to events and the exposure from social media. These events have a range of effects on society, economy and environment to a host city. This project investigated how global sporting events can be used as a marketing tool, using a case study example of Cardiff, Wales. The paper explores perceptions and opinions of sporting events to Cardiff from a national and international perspective through quantitative and qualitative data research. Questionnaires investigated people’s motivations for visiting Cardiff, views on sporting events and awareness of active marketing campaigns from local and national tourist boards. Interviews were conducted with two industry experts for their opinions on tourism marketing in Cardiff and Wales and exploring the impacts of hosting events. Based on gaps in the literature surrounding marketing of global sporting events, a theoretical framework was developed, accounting the crucial use of social media and participation of local residents. Recommendations were made to industry by identifying the poor marketing techniques currently active in Wales, giving ideas for best practise to move forward with.
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