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Why hotel rooms were not full during a hallmark sporting event: The 2009 World Games experience

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  • Sun, Ya-Yen
  • Rodriguez, Ariel
  • Wu, Jih-Hwa
  • Chuang, Shu-Tzu

Abstract

Hosting mega- and hallmark-events is perceived as an important vehicle for tourism development. However, in the case of the 2009 World Games, the first international hallmark sporting event in Taiwan, the volume of hotel occupancies and revenue fell short of expectations, despite 4 years of planning and an investment of US$218 million. This study set out to investigate this phenomenon by adopting semi-structured interviews to gather opinions from key stakeholders regarding their business operation and societal conditions. Factors contributing to the lower than expected revenue included inefficient collaboration among stakeholders, a substantial displacement effect to regional hotel competitors, and the unfriendly local atmosphere associated with the fear of H1N1, Typhoon Morakot, and controversial political events. To mitigate inefficiencies from stakeholder collaborations, the study results suggest greater equality in terms of responsibility, information distribution, and risk sharing is needed among the broader tourism industry, the event planning association, and the event supervising authority. In addition, business strategies should take into account Taiwan, an island destination, and current tourism characteristics to counter the displacement effects of loyal and potential customers.

Suggested Citation

  • Sun, Ya-Yen & Rodriguez, Ariel & Wu, Jih-Hwa & Chuang, Shu-Tzu, 2013. "Why hotel rooms were not full during a hallmark sporting event: The 2009 World Games experience," Tourism Management, Elsevier, vol. 36(C), pages 469-479.
    • Handle: RePEc:eee:touman:v:36:y:2013:i:c:p:469-479
    DOI: 10.1016/j.tourman.2012.09.011
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    References listed on IDEAS

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    Cited by:

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    2. Vatsa, Puneet, 2020. "Comovement amongst the demand for New Zealand tourism," Annals of Tourism Research, Elsevier, vol. 83(C).
    3. Martin Thomas Falk & Markku Vieru, 2021. "Short-term hotel room price effects of sporting events," Tourism Economics, , vol. 27(3), pages 569-588, May.
    4. Yang, Zhenshan & Cai, Jianming, 2016. "Do regional factors matter? Determinants of hotel industry performance in China," Tourism Management, Elsevier, vol. 52(C), pages 242-253.
    5. Phillips, Paul & Moutinho, Luiz, 2014. "Critical review of strategic planning research in hospitality and tourism," Annals of Tourism Research, Elsevier, vol. 48(C), pages 96-120.

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