Sport Event Tourism and the Destination Brand: Towards a General Theory

Abstract

Sport events are being used with increasing frequency to build the brand of their host destinations. Events can take different roles relative to the destination brand: as co-branding partners with the destination brand, as extensions of the destination brand, or as features of the destination brand. Which role is appropriate depends on the nature of the event's brand. Since each role presents different opportunities, risks and requirements, events must be incorporated strategically into the destination's marketing plan. Strategic incorporation of sport events into destination branding requires that each event be cross-leveraged with others in the destination's event portfolio, as well as with the destination's other sport activities and attractions.

Cite this work

No public copy is stored for this record, so only the metadata is cited.

Stored only when both papers are in the corpus — 283 citations exist upstream.