The Role of Sports Intellectual Property in Building Tourism Destination Attractiveness
DOI:
https://doi.org/10.54097/4j8xds29Keywords:
Sports Intellectual Property, Sports Tourism, Mega Sporting Events, Destination Image.Abstract
This paper focuses on how Sports IP can help to enhance the attractiveness of tourist destination, since the sportstourism industry is becoming more integrated: major sports events have been not only temporary leisure and entertainment activities but also developing into the important long-term cultural and tourism resource of local area. Sports IP has an important impact on destination image, enhancing the emotional bond, and attracting tourists. Adopting an approach based on quality research through a combination between the review of literature and case studies, this paper analyzes the principal motives in terms of usage of Sports IP towards increasing the appeal of tourist attractions, such as better destination image, a better tourism experience, improvements in infrastructure or positive word of mouth effects. Taking the 2010 FIFA World Cup held in South Africa as an example, this paper concludes that mega sport events (as a type of Sports IP) are able to promote global visibility with a substantial boost in tourist arrivals. This suggests that Sports IPs will deliver their full potential only when they become part of broader tourism and city planning strategy.
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