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Sports results creating tourism value

Author

Listed:
  • Juan Luis Nicolau

    (University of Alicante, Spain)

  • María Jesús Santa-María

    (University of Alicante, Spain)

Abstract

The purpose of this article is to examine the effect of a tennis player’s performance in the Grand Slams on the market value of a leading airline from the player’s country. The analysis is applied to the Spanish airline, Iberia, and the Spanish tennis player, Rafael Nadal. It shows that his victories in the matches of the Grand Slam tennis tournaments led to an increase in the market value of Iberia. The result is confirmed by both the victory itself and the difference between sets in favor and sets against in the match.

Suggested Citation

  • Juan Luis Nicolau & María Jesús Santa-María, 2017. "Sports results creating tourism value," Tourism Economics, , vol. 23(3), pages 697-701, May.
    • Handle: RePEc:sae:toueco:v:23:y:2017:i:3:p:697-701
    DOI: 10.5367/te.2015.0537
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    References listed on IDEAS

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