chapter  12
15 Pages

Marketing, media, and place promotion

WithLaurence Chalip

This chapter explores the roles and value of sport events and their associated media in helping to build the brand of the host destination. It concludes by considering implications for incorporating events into destination branding activities, and notes that the same principles apply to other forms of sport tourism (i.e. tourism to participate in sport outside the context of events and tourism to visit sport attractions). Opportunities for further research are also noted.