Mega-Events and the "Showcase" Effect: Investigating the Moderating Influence of Exposure to the 2004 Olympic Games Telecast and Interest in the Olympic Movement—An Australian Perspective
Author: Hede, Anne-Marie
Source: Tourism Review International, Volume 10, Number 4, 2006 , pp. 241-255(15)
Publisher: Cognizant Communication Corporation
Abstract:Survey-based research explored the moderating effects of "exposure" to the Australian free-to-air telecast of Athens 2004 and "interest" in Olympic Games in developing behavioral intentions to visit Greece in the future. Differences were found between groups with low and high levels of exposure to the telecast, and also between groups with high levels of interest in the Olympic Games, but these were only marginal. When the combinatorial influences of these two variables were considered simultaneously, their effects were generally synergistic. The article calls for further research on this area of mega-events, as the results, while of significance, provide food to continue the broader debate on the role of mega-events in developing tourism to their host destinations after their staging.
Document Type: Research Article
Publication date: 2006-11-01
- Tourism Review International is a peer-reviewed journal that advances excellence in all fields of tourism research, promotes high-level tourism knowledge, and nourishes cultural awareness in all sectors of the tourism industry by integrating industry and academic perspectives. Its international and interdisciplinary nature ensures that the needs of those interested in tourism are served by documenting industry practices, discussing tourism management and planning issues, providing a forum for primary research and critical examinations of previous research, and by chronicling changing tourism patterns and trends at the local, regional and global scale.