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The effect of winning the 2010 FIFA World Cup on the tourism market value: The Spanish case


  • Nicolau, Juan L.


The objective of this article is to analyze the effect of winning the FIFA World Cup on the tourism market value, justified by the increase in brand knowledge experienced by the winning team's country. Filling this gap in research, the empirical analysis conducted on the victory of the Spanish National soccer team in the 2010 FIFA World Cup finds a significant increase in the Spanish tourism industry's market value, and shows that the results of individual World Cup matches also have an influence on tourism firm value: winning enhances and losing diminishes firm value, with both symmetric and asymmetric patterns. Important managerial implications are drawn and discussed.

Suggested Citation

  • Nicolau, Juan L., 2012. "The effect of winning the 2010 FIFA World Cup on the tourism market value: The Spanish case," Omega, Elsevier, vol. 40(5), pages 503-510.
  • Handle: RePEc:eee:jomega:v:40:y:2012:i:5:p:503-510 DOI: 10.1016/

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    Cited by:

    1. Juan Nicolau & María Santa-María, 2013. "Celebrity endorsers' performance on the “ground” and on the “floor”," Marketing Letters, Springer, vol. 24(2), pages 143-149, June.
    2. Roberto Gásquez & Vicente Royuela, 2014. "Is Football an Indicator of Development at the International Level?," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 117(3), pages 827-848, July.
    3. Komkrit Wongkhae & Songsak Sriboonchitta & Kanchana Choketaworn & Chukiat Chaiboonsri, 2012. "Does price matter? The FMOLS and DOLS estimation of industrial countries tourists outbound to four ASEAN countries," The Empirical Econometrics and Quantitative Economics Letters, Faculty of Economics, Chiang Mai University, vol. 1(4), pages 107-128, December.
    4. Doyle, John R. & Chen, Catherine H., 2013. "Patterns in stock market movements tested as random number generators," European Journal of Operational Research, Elsevier, vol. 227(1), pages 122-132.


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