Marketing Australia’s cultural heritage
This chapter examines aspects of Australian popular culture that were presented in the Australian Icons segment of the Sydney 2000 Olympic Games Closing Ceremony. In analysing the event, it is possible to explore key social and cultural aspects of Australia that were broadcast for tourism marketing and other purposes. Focusing on the Closing Ceremony – an area generally overlooked in sports event tourism – this chapter presents a new perspective on a significant global event. The chapter aims to contribute to a deeper understanding about the complex relationship between three discourses of nationalism and further enlarge upon earlier studies which have identified nationalism as an important subject of investigation.