ABSTRACT
Sport events have become a significant component of the product mix used to market cities (Bramwell and Rawding, 1994; van den Berg, Braun and Otgaar, 2000). Events serve two purposes. They attract visitors to cities during the time that events are taking place (Getz, 1998). They are also used to build awareness of the host city through the media exposure that is obtained (Brown, Chalip, Jago and Mules, 2002). Consumer awareness is thought to be valuable because it can help to build tourist visits and business relationships.
