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. Attached Files Name Description MIMEType Size Downloads Title Event-related destination marketing : a case of Athens 2004 Author(s) Hede, Anne-Marie Turner, Paul orcid.org/0000-0002-4875-0404 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 Collections: Faculty of Business and Law School of Management and Marketing Related Links Link Description Connect to published version Go to link with your DU access privileges     Unless expressly stated otherwise, the copyright for items in DRO is owned by the author, with all rights reserved. Versions Version Filter Type Wed, 25 Feb 2009, 10:29:55 EST Tue, 23 Jun 2009, 12:30:30 EST Thu, 09 Jul 2009, 09:17:01 EST Fri, 16 Mar 2012, 15:40:50 EST Wed, 27 Aug 2014, 21:30:38 EST Filtered Full Citation counts:   Cited 0 times in TR Web of Science Cited 0 times in Scopus Search Google Scholar Access Statistics: 1193 Abstract Views, 0 File Downloads  -  Detailed Statistics Created: Mon, 07 Jul 2008, 09:54:39 EST