The impact of a mega-event on inter-organisational relationships and tie strength: Perceptions from the 2011 Rugby World Cup

Highlights

•	We investigate the impact of a mega-event on relationships within tourism networks.
•	We compare the intra-regional versus the inter-regional destination environment.
•	Our results highlight the ability of mega-events to strengthen existing relationships.
•	The event impacted intra-regional relationships but not inter-regional relationships.
•	The findings encourage practitioners to strategically leverage relationships.

Abstract

Few studies have investigated the impact of mega-events on existing, inter-organisational relationships within regional tourism networks and how the event may change these relationships. This research explores the perceived impact of the 2011 Rugby World Cup (RWC 2011) on relationships and tie strength between Tourism Auckland (as the focal organisation) and its partner organisations. The research utilises an exploratory, qualitative case study approach. Data were collected using semi-structured pre- and post-event interviews, a formal survey and a documentation review. Emphasis was placed on comparing the intra-regional versus the inter-regional destination environment. The findings demonstrate the significant opportunities of a mega-event to strengthen existing relationships among organisations involved, and to build a valuable portfolio of both strong and weak ties. RWC 2011 positively impacted on intra-regional relationships as opposed to inter-regional relationships. A model is developed illustrating these findings. The findings can help practitioners to strategically leverage relationships, both intra- and inter-regionally. This would not only assist in attracting and delivering successful events in the future but also in creating more competitive destinations.

Keywords:

• Inter-organisational relationships
• Tie strength
• Mega-events
• Destination marketing
• Event impacts

Notes

1 Present address: Hochschule Osnabrück, University of Applied Sciences, Faculty of Business Management and Social Sciences, PO Box 1940, 49009 Osnabrück, Germany. Tel.: [phone].

2 Tel.: [phone]x7851.

3 Tel.: [phone]x5605.