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Sports Events As A Tool To Leverage The Tourism Destination Image

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    Sports events have been used to promote host communities in the global marketplace. A model of strategic leveraging of sport events was created by Chalip (2004), where one of the strategic goals is to “enhance host´s destination image”. This paper presents the findings of a research related with the leveraging process of a portfolio of nautical sports events hosted in a tourist community of Algarve- Portugal, in order to reinforce the destination image of one of its main tourist resorts - Portimão. A case study method was used in this research and fieldwork was conducted from February 2008 until June 2009, based on qualitative interviewing before and during the events, direct observation and documental research of the events. We analyzed the data using the qualitative content analysis (Mayring, 2000) through qualitative data software, the NVivo version 9 from QSR International. The empirical study showed that the strategic goal “enhance host destination´s image” was applied in the research setting and several actions were developed in order to implement it, which confirmed the application of the theoretical model proposed by Chalip (2004) in real contexts.

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    Paper provided by CIEO-Research Centre for Spatial and Organizational Dynamics, University of Algarve in its series Spatial and Organizational Dynamics Discussion Papers with number 2014-4.

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    Length: 16 pages
    Date of creation: 07 Feb 2014
    Handle: RePEc:ris:cieodp:2014_004
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    University of Algarve, Faculty of Economics, Campus de Gambelas, 8005-139 Faro, Portugal, email of President of the Centre:

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    1. O'Brien, Danny & Gardiner, Sarah, 2006. "Creating Sustainable Mega Event Impacts: Networking and Relationship Development through Pre-Event Training," Sport Management Review, Elsevier, vol. 9(1), pages 25-47, May.
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