TY - JOUR
T1 - Creating sustainable mega event impacts
T2 - Networking and relationship development through pre-event training
AU - O'Brien, Danny
AU - Gardiner, Sarah
PY - 2006/5
Y1 - 2006/5
N2 - The primary purpose of this research was to investigate how relationship marketing, specifically networking, was used to create sustainable event impacts in the context of pre-event training for the Sydney 2000 Olympic Games. The investigation employed Parvatiyar and Sheth's (2000) process model of relationship marketing. Three case studies in regional Australia were analysed with respect to how stakeholders used pre-Games training to add breadth and sustainability to the Games' impacts. Equally important, the study addressed how some stakeholders lost opportunities for economic development by not using networking and relationship development in their pre-Games training initiatives. Findings suggest that a relationship-based approach to a major sport event can expand short-term impacts for hosts into longer-term opportunities for tourism, investment, and trade relations.
AB - The primary purpose of this research was to investigate how relationship marketing, specifically networking, was used to create sustainable event impacts in the context of pre-event training for the Sydney 2000 Olympic Games. The investigation employed Parvatiyar and Sheth's (2000) process model of relationship marketing. Three case studies in regional Australia were analysed with respect to how stakeholders used pre-Games training to add breadth and sustainability to the Games' impacts. Equally important, the study addressed how some stakeholders lost opportunities for economic development by not using networking and relationship development in their pre-Games training initiatives. Findings suggest that a relationship-based approach to a major sport event can expand short-term impacts for hosts into longer-term opportunities for tourism, investment, and trade relations.
UR - http://www.scopus.com/inward/record.url?scp=51749122456&partnerID=8YFLogxK
U2 - 10.1016/S1441-3523(06)70018-3
DO - 10.1016/S1441-3523(06)70018-3
M3 - Article
AN - SCOPUS:51749122456
SN - 1441-3523
VL - 9
SP - 25
EP - 47
JO - Sport Management Review
JF - Sport Management Review
IS - 1
ER -