Online destination marketing: maximising the tourism potential of a sports event

Research output: Contribution to journalArticle

6 Citations (Scopus)

Abstract

The sports events market is very competitive, which means event organisers must be creative and possess entrepreneurial skills when marketing their event. In order to examine the extent to which sports events promote the host area as a tourist destination, this study analysed and compared the websites for 27 'Ironman' triathlon events around the globe. The tourism potential and effectiveness of each site was evaluated by applying a set of key analysis criteria through a scoring grid system. A survey was carried out with triathletes to assess their views on any online information they obtained prior to their trip. Key findings revealed that providing tourism-related information on event websites can enhance the region's appeal as both a sporting and a tourism destination. Some event sites in the study achieved this well, but many did not, with some ignoring such wider potential almost completely. The length of stay at the host destination is a decision the participant and his/her supporters will make long before arriving at the race destination. Regardless of the sport, the event organiser must therefore be proactive and innovative and work closely with the local community and collaborate with the regional tourism organisation when designing their event website.
LanguageEnglish
Pages58-75
JournalInternational Journal of Sport Management and Marketing
Volume7
DOIs
Publication statusPublished - 10 Apr 2010

Fingerprint

Destination marketing
Tourism
Sports events
Web sites
Destination
Grid
Scoring
Globe
Tourist destination
Length of stay
Local communities
Event marketing
Tourism destination
Entrepreneurial skills

Keywords

  • destination marketing
  • sports events
  • website design
  • entrepreneurship
  • leverage
  • tourism potential
  • sport marketing
  • tourist destinations
  • triathletes
  • internet marketing
  • online marketing
  • e-marketing
  • electronic marketing
  • ironman triathlon.

Cite this

@article{739ad068dd0b42389b21513637517892,
title = "Online destination marketing: maximising the tourism potential of a sports event",
abstract = "The sports events market is very competitive, which means event organisers must be creative and possess entrepreneurial skills when marketing their event. In order to examine the extent to which sports events promote the host area as a tourist destination, this study analysed and compared the websites for 27 'Ironman' triathlon events around the globe. The tourism potential and effectiveness of each site was evaluated by applying a set of key analysis criteria through a scoring grid system. A survey was carried out with triathletes to assess their views on any online information they obtained prior to their trip. Key findings revealed that providing tourism-related information on event websites can enhance the region's appeal as both a sporting and a tourism destination. Some event sites in the study achieved this well, but many did not, with some ignoring such wider potential almost completely. The length of stay at the host destination is a decision the participant and his/her supporters will make long before arriving at the race destination. Regardless of the sport, the event organiser must therefore be proactive and innovative and work closely with the local community and collaborate with the regional tourism organisation when designing their event website.",
keywords = "destination marketing, sports events, website design, entrepreneurship, leverage, tourism potential, sport marketing, tourist destinations, triathletes, internet marketing, online marketing, e-marketing, electronic marketing, ironman triathlon.",
author = "Adrian Devine and Peter Bolan and Frances Devine",
year = "2010",
month = "4",
day = "10",
doi = "10.1504/IJSMM.2010.029712",
language = "English",
volume = "7",
pages = "58--75",
journal = "International Journal of Sport Management and Marketing",
issn = "1475-8962",

}

TY - JOUR

T1 - Online destination marketing: maximising the tourism potential of a sports event

AU - Devine, Adrian

AU - Bolan, Peter

AU - Devine, Frances

PY - 2010/4/10

Y1 - 2010/4/10

N2 - The sports events market is very competitive, which means event organisers must be creative and possess entrepreneurial skills when marketing their event. In order to examine the extent to which sports events promote the host area as a tourist destination, this study analysed and compared the websites for 27 'Ironman' triathlon events around the globe. The tourism potential and effectiveness of each site was evaluated by applying a set of key analysis criteria through a scoring grid system. A survey was carried out with triathletes to assess their views on any online information they obtained prior to their trip. Key findings revealed that providing tourism-related information on event websites can enhance the region's appeal as both a sporting and a tourism destination. Some event sites in the study achieved this well, but many did not, with some ignoring such wider potential almost completely. The length of stay at the host destination is a decision the participant and his/her supporters will make long before arriving at the race destination. Regardless of the sport, the event organiser must therefore be proactive and innovative and work closely with the local community and collaborate with the regional tourism organisation when designing their event website.

AB - The sports events market is very competitive, which means event organisers must be creative and possess entrepreneurial skills when marketing their event. In order to examine the extent to which sports events promote the host area as a tourist destination, this study analysed and compared the websites for 27 'Ironman' triathlon events around the globe. The tourism potential and effectiveness of each site was evaluated by applying a set of key analysis criteria through a scoring grid system. A survey was carried out with triathletes to assess their views on any online information they obtained prior to their trip. Key findings revealed that providing tourism-related information on event websites can enhance the region's appeal as both a sporting and a tourism destination. Some event sites in the study achieved this well, but many did not, with some ignoring such wider potential almost completely. The length of stay at the host destination is a decision the participant and his/her supporters will make long before arriving at the race destination. Regardless of the sport, the event organiser must therefore be proactive and innovative and work closely with the local community and collaborate with the regional tourism organisation when designing their event website.

KW - destination marketing

KW - sports events

KW - website design

KW - entrepreneurship

KW - leverage

KW - tourism potential

KW - sport marketing

KW - tourist destinations

KW - triathletes

KW - internet marketing

KW - online marketing

KW - e-marketing

KW - electronic marketing

KW - ironman triathlon.

U2 - 10.1504/IJSMM.2010.029712

DO - 10.1504/IJSMM.2010.029712

M3 - Article

VL - 7

SP - 58

EP - 75

JO - International Journal of Sport Management and Marketing

T2 - International Journal of Sport Management and Marketing

JF - International Journal of Sport Management and Marketing

SN - 1475-8962

ER -