Event-related destination marketing : a case of Athens 2004

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.