Title: Online destination marketing: maximising the tourism potential of a sports event

Authors: Adrian Devine, Peter Bolan, Frances Devine

Addresses: Ulster Business School, University of Ulster, Cromore Rd, Coleraine Northern Ireland, BT52 1SA, UK. ' Ulster Business School, University of Ulster, Cromore Rd, Coleraine Northern Ireland, BT52 1SA, UK. ' School of Hospitality and Tourism Management, Ulster Business School, University of Ulster, Cromore Rd, Coleraine, Northern Ireland, BT52 1SA, UK

Abstract: The sports events market is very competitive, which means event organisers must be creative and possess entrepreneurial skills when marketing their event. In order to examine the extent to which sports events promote the host area as a tourist destination, this study analysed and compared the websites for 27 |Ironman| triathlon events around the globe. The tourism potential and effectiveness of each site was evaluated by applying a set of key analysis criteria through a scoring grid system. A survey was carried out with triathletes to assess their views on any online information they obtained prior to their trip. Key findings revealed that providing tourism-related information on event websites can enhance the region|s appeal as both a sporting and a tourism destination. Some event sites in the study achieved this well, but many did not, with some ignoring such wider potential almost completely. The length of stay at the host destination is a decision the participant and his/her supporters will make long before arriving at the race destination. Regardless of the sport, the event organiser must therefore be proactive and innovative and work closely with the local community and collaborate with the regional tourism organisation when designing their event website.

Keywords: destination marketing; sports events; website design; entrepreneurship; leverage; tourism potential; sports events; sport marketing; tourist destinations; triathletes; internet marketing; online marketing; e-marketing; electronic marketing; ironman triathlon.

DOI: 10.1504/IJSMM.2010.029712

International Journal of Sport Management and Marketing, 2010 Vol.7 No.1/2, pp.58 - 75

Published online: 01 Dec 2009 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article