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ABSTRACT
The relationship between hosting sporting events and destination marketing opportunities has been widely researched in terms of generating internal national cohesion and citizen pride, furnishing economic benefits and uplifting the global profile of the host country. This critical commentary draws attention to the loss of destination marketing opportunities due to international sporting exclusion as well as possible repercussions not only to the external destination image but also to the residents of that country. The case referred to in this manuscript is Pakistan, which is not able to host international cricket matches on its soil due to the terrorist attacks on the visiting Sri Lankan international cricket team on 4 March 2009.
Acknowledgement
The author is grateful to the editor of the critical commentary section, Prof. Heather Mair, for her insights and suggestions that helped ameliorate the quality of this commentary.
Disclosure statement
No potential conflict of interest was reported by the authors.
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Salman Yousaf
Salman Yousaf is a post-doctoral research fellow at School of Management, Fudan University, Shanghai, and has been serving as an Assistant Professor of Marketing at Bahauddin Zakariya University, Multan, Pakistan. His research focuses on the co-subjectivity of the Marketing discipline, particularly the application of social concepts in the nation branding and destination-marketing domain, and the contemporariness of religious beliefs and their practicability and relevance in the development of theoretical models of marketing and ethnic tourism. His research work has appeared in leading international journals.