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Abstract
Hosting an Olympic Games is expected to generate tourism legacies for the host city, region, and country well beyond the event. Since a host city's tourism industry plays an important role in delivering wider economic benefits to the city and region, tourism legacies feature prominently in proponents' attempts to legitimise the public expenditure required to bid for and host an Olympic Games. Despite inconsistencies in conceptualisations of the Olympic legacy in both academic literature and industry practice, destination marketers continue to be charged with formulating strategies to leverage an Olympic Games for tourism benefits. A qualitative and interpretive case study approach was used to examine how destination marketers in Vancouver, as well as those at the provincial and federal levels of government, conceptualised the Olympic tourism legacy. Results show that destination marketers' conceptualisations of legacy vary depending on their mandates as well as the needs and aspirations of their destination. The study also highlights the importance of a collaborative approach in developing leveraging strategies for a host city, region, and country.
Notes
1. For the purpose of this research study the ‘Olympic Games’ refers to the Summer and/or Winter edition and its corresponding Paralympic events.
2. The Australian Tourist Commission underwent a name change and is now referred to as Tourism Australia.
3. Vancouver has been named Condé Nast Traveler's ‘Best City in the Americas’ in 2004, 2005, 2006, 2009, 2010, and 2012; it has also won Travel Weekly Magazine's ‘Best Destination in Canada’ every year since the award's inception in 2003.
4. Long term can be defined as the period that begins with the bidding of the event and ends at some point in the future that is yet to be determined.
5. The short term refers to the period immediately before, during, and after the event.
6. The eight working groups were: Research and Measurement, Visitor Services/Volunteer Training, Travel Trade, Media Relations, Destination/Brand marketing, Leveraging Sponsors, Beijing 2008, and Events.
7. In the Vancouver 2010 context, ‘federal DMO’ refers to the Canadian Tourism Commission, ‘provincial DMO’ refers to Tourism British Columbia, and ‘municipal DMOs’ refer to Tourism Vancouver, Tourism Whistler, and Tourism Richmond.
8. As of 1 April 2010 Tourism British Columbia is housed in the province's Ministry of Jobs, Tourism, and Skills Training.
9. A vote held on 22 February 2003 asked Vancouver residents whether or not they supported the city's bid to host the 2010 Winter Olympic Games. The final result was 64% in favour of hosting and 36% against.
10. WorldHost offers customer service training for tourism and hospitality professionals. It was launched in British Columbia, Canada as the SuperHost programme in 1985 offering service training for EXPO ’86.
11. The Sea-to-Sky Highway connects the Greater Vancouver Area to the Resort Municipality of Whistler.
12. B-roll video clips are secondary footage used to add interest or meaning to a news story or marketing video.
13. FutureBrand is a global brand and innovation consultancy firm, its Country Brand Index is an annual study that examines and ranks country brands. Canada was ranked 12th in 2006, 8th in 2008, and 2nd in 2009.