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Abstract
The Ryder Cup is the premier team competition in the sport of golf. Contested on a biennial basis between the best players from the USA and Europe, it is now one of the biggest sporting events in the world. Wales hosted the competition for the first time in 2010 when the Celtic Manor Resort in Newport staged the event. The 2010 Ryder Cup provided an important opportunity for Wales to promote and position itself in the international sporting arena and to develop its profile as a tourist destination. Through reference to various promotional and policy documentation, this research looks at just how the country was portrayed in the lead up to the event and what this means for golf, tourism and the (re)presentation of Wales. The work addresses the role of image in the marketing of Wales as a tourist destination and considers some of the problems stakeholders face in developing a distinct and identifiable product.
Acknowledgements
Harris acknowledges the support of the Division of Research and Graduate Studies at Kent State University for the award of a Summer Research Grant in 2008.