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Event-related destination marketing : a case of Athens 2004

Hede, Anne-Marie and Turner, Paul 2005, Event-related destination marketing : a case of Athens 2004, in ANZMAC 2005 : Broadening the boundaries, conference proceedings, ANZMAC, Dunedin, N.Z., pp. 27-33.

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Title Event-related destination marketing : a case of Athens 2004
Author(s) Hede, Anne-Marie
Turner, Paul
Conference name Australian and New Zealand Marketing Academy. Conference (2005 : Fremantle, Western Australia)
Conference location Fremantle, Western Australia
Conference dates 5-7 December 2005
Title of proceedings ANZMAC 2005 : Broadening the boundaries, conference proceedings
Editor(s) Purchase, Sharon
Publication date 2005
Conference series Australian and New Zealand Marketing Academy Conference
Start page 27
End page 33
Publisher ANZMAC
Place of publication Dunedin, N.Z.
Keyword(s) tourism
mega-events
Olympic games
destination marketing
media
Summary The focus of this study was the media telecast of the Athens 2004 Summer Olympic Games. The study explored the efficacy of the telecast in developing positive attitudes towards Greece as a tourist destination. A random sample (n=351) of Australian residents were surveyed. Across the sample, 38.7% of respondents indicated that their overall attitude towards Greece as tourist destination changed as a result of their consumption of the telecast of Athens 2004. Further analysis was undertaken and four segments were identified based on postconsumption perceptions of Greece. Statistical differences were found between the segments with regard to the changes in their overall attitude. To gain insights into this phenomenon, open-ended responses provided by segment members were then analysed. The results provide insights to the efficacy of this particular telecast in developing positive attitudes with regard to Greece as a tourist destination.
ISBN 064645546X
9780646455464
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category E1 Full written paper - refereed
Copyright notice ©2005, ANZMAC
Persistent URL http://hdl.handle.net/10536/DRO/DU:30005820

Document type: Conference Paper
Collection: School of Management and Marketing
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