International sporting events have gained an enormous popularity and importance both as a product within the leisure industry and as a marketing tool in destination marketing in the competition for visitors, residents and businesses between cities. This dissertation examines the influence of such international sporting events on the image of the host country or host city. The FIFA World Cup 2006™ serves as a case example, out of the host cities Hanover has been picked as an example.
Within the dissertation the following research questions will be explored and answered:
•Does image change happen due to international sporting events?
•If so is it positive or negative?
•Does the image change seem to be the same for host country and host city?
•Are image changes related to the level of involvement and type of ecperience the people have?
•Do image changes due to international sporting events have an influence on the people’s future travel plans? Should such sporting events therefore be of importance in destination management?
The answers were derived of secondary and primary data; an online survey has been conducted by the author for the purpose of this dissertation in which over 400 people participated. The findings of this survey have been supported through findings of two further surveys, one undertaken on behalf of the German Tourism board and one by the international student organisation AIESEC, who also have been examining issues concerning the FIFA World Cup 2006™.
Table of Contents
1 Introduction
1.1 Motivation and aim of dissertation
1.2 Approach and method of dissertation
1.3 Content of dissertation
2 Definitions
2.1 Event
2.2 Image
2.3 Destination management
3 The FIFA World Cup 2006™ in Germany
3.1 The destination
3.1.1 Germany
3.1.2 Host cities
3.2 The event
3.2.1 Games
3.2.2 Football fan route
4 Survey
4.1 The questionnaire
4.2 The sample
4.3 Findings
4.3.1 Visits to Germany during the FIFA World Cup 2006™
4.3.2 Previous visits and contacts to Germany
4.3.3 Image prior to the FIFA World Cup 2006™ and image changes
4.3.4 „A time to make friends“
4.3.5 Future travel plans
5 Chat rooms and forums
6 Further surveys
6.1 Survey by the international student organisation AIESEC
6.2 Survey on behalf of the German Tourism Board
7 Reflection
8 Conclusion
Research Objectives and Themes
This dissertation investigates whether international sporting events, specifically the FIFA World Cup 2006™ in Germany, can function as effective marketing tools to trigger positive image changes for a host country and its host cities, using Hanover as a representative case study.
- The impact of international sporting events on the image of tourist destinations.
- The role of host cities in destination marketing strategies.
- Primary data analysis through web-based surveys regarding travel plans and perception.
- Comparative analysis of Germany and Hanover as tourist destinations.
- The effectiveness of "event sport tourism" in attracting future visitors.
Excerpt from the Book
3.1.1 Germany
Lying in the heart of Europe, Germany borders nine other countries; therefore it has been subject to very diverse influences and thus offers a variety in cultural as well as in natural aspects. Consequently there is an abundance of things to do, see and discover. The tourists can make holidays at the sea (e.g. North Sea and East Sea); visit one of the many lakes (e.g. Lake Constance in the south of Germany); tour along well known rivers (e.g. Rhine and Danube) or pass their holidays in the mountains (Eiffel, Alps etc.). Many cities invite the traveller to a visit, but there is also a lot to discover in the countryside. Possibilities to pass vacations in Germany range from a short- or weekend-trip to a long holiday. The variety of destinations is coupled with a variety of possible activities: from sports (sailing, horse riding, golfing and many more) to shopping or visiting museums, theatres and other cultural facilities to wellness retreats; there is something for everyone, regardless age and personal background. Furthermore there are all kinds of different types of accommodation, not to mention the easy access to Germany from abroad as well as the good transportation infrastructure within the country.
Summary of Chapters
1 Introduction: Provides the motivation for the study, defines the research questions regarding image change, and outlines the methodology used to conduct the primary research.
2 Definitions: Clarifies key academic concepts used in the dissertation, specifically defining events, image, and destination management.
3 The FIFA World Cup 2006™ in Germany: Examines the host nation and the city of Hanover, describing the sporting event's structure and the cultural programs like fan miles.
4 Survey: Details the primary research, including the questionnaire design, sample demographics, and a comprehensive analysis of survey findings.
5 Chat rooms and forums: Explores the use of digital communities to gather participant feedback, reflecting on the effectiveness of online qualitative research.
6 Further surveys: Discusses secondary research findings from AIESEC and the German Tourism Board to validate the study's conclusions.
7 Reflection: Offers a critical evaluation of the research methods applied and the personal learning outcomes of the master's degree project.
8 Conclusion: Summarizes the study’s findings and answers the research questions regarding the impact of sporting events on destination image and future travel behavior.
Keywords
FIFA World Cup 2006, Germany, Hanover, Destination Marketing, Image Change, Sporting Events, Event Tourism, Place Promotion, Tourism Management, Survey Analysis, Host City, Consumer Behavior, Travel Plans, Destination Image, Tourism Industry.
Frequently Asked Questions
What is the core subject of this dissertation?
The dissertation explores the impact of international sporting events, specifically the 2006 FIFA World Cup, on the image of host destinations like Germany and the city of Hanover.
What are the primary themes addressed?
The work covers destination marketing, event management, place branding, and the psychological impact of sporting mega-events on potential tourists.
What is the main research objective?
The study aims to determine if events like the World Cup trigger positive image changes for the host country and city and whether these changes influence future travel behavior.
Which scientific methods were employed?
The author utilized a combination of literature research, a primary web-based survey with over 400 respondents, and an analysis of external data from organizations like AIESEC and the German Tourism Board.
What topics are explored in the main body?
The core chapters define key industry terms, analyze the structure of the FIFA World Cup, report on empirical survey results, and provide a critical reflection on the research process.
Which keywords best describe this research?
Key terms include destination marketing, FIFA World Cup 2006, image change, event tourism, and place promotion.
How does the author evaluate the "A Time to Make Friends" slogan?
The study concludes that the slogan was largely fulfilled, as evidenced by the high percentage of positive experiences reported by visitors and the corresponding positive image changes.
What does the author conclude regarding Hanover as a destination?
While Germany experienced a broad, positive image shift, the impact on Hanover was more specific, though still positive; however, the author notes that Hanover faces challenges in international recognition compared to major tourist hubs.
- Citation du texte
- Barbara Boron (Auteur), 2006, The Influence of International Sporting Events on the Image of Tourist Destinations. The FIFA World Cup 2006™ in Germany and the City of Hanover, Munich, GRIN Verlag, https://www.grin.com/document/122875
