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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

Hede, Anne-Marie 2006, 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, Tourism review international, vol. 10, no. 4, pp. 241-255.

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Title 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(s) Hede, Anne-Marie
Journal name Tourism review international
Volume number 10
Issue number 4
Start page 241
End page 255
Publisher Cognizant Communication Corporation
Place of publication Elmsford, N.Y.
Publication date 2006
ISSN 1544-2721
Keyword(s) mega-event
olympic games
telecast
tourism development
Australia
Summary 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.
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category C1 Refereed article in a scholarly journal
Persistent URL http://hdl.handle.net/10536/DRO/DU:30003991

Document type: Journal Article
Collection: School of Management and Marketing
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