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Sport Tourism: Regional Promotion Strategies

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Abstract

The main purposes of this paper are (i) to analyze the regional promotion strategies of the UEFA Euro 2004 and (ii) to contribute for the improvement of planning and implementation strategies of tourism marketing at regional level. Data regarding these strategies were collected and synthesided. We verified if these match some of the theoretical issues of promotion and tourism marketing. Despite the fact that already many studies have been made, internationally, on the impact of sport events, the present study contains something new as it introduces an ante analysis on the regional pronotion strategies of major sport events.Unlikely, the results show that no specific and integrated regional promotion strategy was pursuit, and no substantial additional financial effort was made. In what concerns the private regional tourism agents, no promotion could be found. The main tourism promotion competition came from across the boarder, whit dynamic promotion actions of the nearby Spanish regional responsibles.

Suggested Citation

  • José Cadima Ribeiro & José Viseu & Nuno Pereira, 2004. "Sport Tourism: Regional Promotion Strategies," NIPE Working Papers 13/2004, NIPE - Universidade do Minho.
  • Handle: RePEc:nip:nipewp:13/2004
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    File URL: http://www3.eeg.uminho.pt/economia/nipe/docs/2004/NIPE_WP_13_2004.PDF
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    Keywords

    UEFA Euro 2004; tourism; promotion; marketing; regional; Minho; Portugal; Spain and major sport events.;

    JEL classification:

    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism
    • O18 - Economic Development, Innovation, Technological Change, and Growth - - Economic Development - - - Urban, Rural, Regional, and Transportation Analysis; Housing; Infrastructure
    • R11 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General Regional Economics - - - Regional Economic Activity: Growth, Development, Environmental Issues, and Changes
    • R58 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - Regional Government Analysis - - - Regional Development Planning and Policy

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