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An Overview of Olympic Tourism Flows

An Overview of Olympic Tourism Flows. Mike Weed. Olympic Tourism. “Tourism behaviour motivated or generated by Olympic-related activities” (Weed, 2007) May comprise: Tourism with Sports Content Sports Participation Tourism Sports Training Sports Event Tourism Luxury Sports Tourism

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An Overview of Olympic Tourism Flows

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  1. An Overview of Olympic Tourism Flows Mike Weed

  2. Olympic Tourism “Tourism behaviour motivated or generated by Olympic-related activities” (Weed, 2007) • May comprise: • Tourism with Sports Content • Sports Participation Tourism • Sports Training • Sports Event Tourism • Luxury Sports Tourism • Generic Tourism

  3. Olympic Tourism Behaviours “Understanding impacts, developing policy & strategy, and making provision for sports tourism MUST BE underpinned by an appreciation of behaviours” (Weed, 2006)

  4. Context:Projected Macro-economic Summary(change in GDP, £ million) SOURCE: Price Waterhouse Coopers (2005)

  5. SOURCE: Weed (2007)

  6. Tourism Flows • May have positive, negative or neutral effects • Level of analysis (e.g., city, region, country) can change effect of flows • Understanding flows is crucial to effective Leveraging strategies… • LEVERAGING: identifying strategies and tactics that can be implemented prior to and during an event in order to generate particular outcomes. • Minimising negative flows can be as important as maximising positive flows.

  7. Tourism Flows in LondonDuring the Games SOURCE: Weed (2007) - adapted from Preuss (2005)

  8. Post-event period Pre-event period Event period ‘Changers’ ‘Changers’ ‘Post-event General Tourists’ ‘Pre-event General Tourists’ ‘Home stayers’ ‘Runaways’ ‘Casuals’ ‘Time switchers’ ‘Time switchers’ ‘Residents’ Host City/Region Host City/Region Host City/Region (b) ‘Post-Switchers’ ‘Pre-Avoiders’ ‘Avoiders’ ‘Post-Avoiders ‘Event visitors’ ‘Extentioners’ ‘Post-event Sports Tourists’ Pre-event Sports Tourists (a) (b) ‘Cancellers’ ‘Pre-Switchers’ Tourism Flows in LondonBefore and After the Games SOURCE: Weed (2007) - adapted from Preuss (2005)

  9. Summary • An understanding of Olympic tourism flows (behaviours) can identify opportunities to leverage Olympic benefits • Strategies & tactics to leverage Olympic tourism benefits: …are not just about maximising inward tourism …need to recognise the stratified geography of benefits

  10. An Overview of Olympic Tourism Flows Mike Weed mike.weed@canterbury.ac.uk

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