ABSTRACT
Sport event management is a complex field, which is bound to be influenced by the newest technological advancements. Ticketing, broadcasting, the operations of stadiums and sports halls are only a few examples affected by technology. The coronavirus pandemic has had serious consequences on the organization of sporting events, but at the same time the role of digital support has significantly increased. The current study aims to explore the various uses of technology in the pre/during/post phases of travel within the sport tourism setting. The recent technological advancements of sport events were investigated with special emphasis on an international competition delivered in Hungary in 2021 – the Sabre World Cup, Budapest. A qualitative approach was used for the current research, which implied observations on the event, a content analysis of the webpages and in-depth interviews with event organizers. Findings revealed that as a result of the technological innovations, sport events were successfully organized and broadcast to a wide range of audiences, so supporters could follow the events from their homes during the pandemic restrictions. It has become evident that sports event organizers strive to enhance the quality of customer experience by digital technologies, however destination brand enhancement seems to have untapped potential.
