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TOURISM&CREATIVE INDUSTRY WORKSHOP
Sustainable tourism, cultural tourism, creative tourism, culinary tourism, heritage & tourism
191
1
Facultad de Administración y Dirección de
Empresas
Cno. de Vera s/n, Universida Politècnica
46022 Valencia
paubarfe@ade.upv.es
2
Facultad de Administración y Dirección de
Empresas
Cno. de Vera s/n, Universida Politècnica
46022 Valencia
gabrigi@omp.upv.es
Sport events as a tool of city marketing.
The case of Valencia city
Barrés Fernández, P.
1
, Ribes Giner, G.
2
Keywords:
Sport event, tourism, media impact, city marketing, seasonality
Cities strive to be competitive and globally recognised competing for hosting
sports events because these provide a worldwide publicity of both city and
the event through the media and, therefore, tourism can be increased.
Valencia (Spain) has hosted several first level international sports events as
the Motorcycling Champion-ship, the America’s Cup, Europe’s GP Formula1
and the Tennis Open500 during last years but their relationship with tourism
increasement has not been measured yet. The objective of this study is
to analyze the media impact in press as well as the impact in tourism and
seasonality, at an international level, of these four major events. To do so,
the published news about Valencia have been analyzed, from 2003 until
2011, in 5 outstanding non-sports newspapers of Italy, Germany, France, UK
and USA. In the same way, an analogous study of the participation of these
countries in the sporting events that are under study has been carried out, and
the number of victories achieved by them. Thus, it aims to establish whether it
exists a relationship between the number of athletes/teams and victories and
the volume of news that are issued by each country. A statistical analysis of
correlation is used to study the relationship between sport event media impact
& tourism above mentioned, and a descriptive analysis of the touristic data
for seasonality explanation. On one hand, results show that produced a large
volume of news but there are several criteria that increase this volume and
make that some countries talk more about some sports than others. These are:
the number of participants in the country, their position during the competition