ABSTRACT
This chapter concerns a research conducted in the run-up to the 2012 Olympic and Paralympic Games, which evaluated the potential of major sporting events to inspire people to increase their participation in sport and active recreation. It analyses the potential of events to stimulate attitudinal changes towards participation in sport and active recreation. In the context of the transtheoretical model (TTM), the research presented in the chapter has investigated the process of 'counterconditioning', namely the substitution of new behaviours for previous behaviours. Historically, the 'value' of sporting events has been judged based on their ability to deliver direct economic/tourism benefits for the communities in which they are held. In policy terms, while both market penetration and market development are laudable aims, the latter is perceived as being the 'Holy Grail' for governments because it is through a market development effect that the proportion of the population taking part in sport and active recreation increases.
