Abstract

International sporting events have gained an enormous popularity and importance both as a product within the leisure industry and as a marketing tool in destination marketing in the competition for visitors, residents and businesses between cities. This dissertation examines the influence of such international sporting events on the image of the host country or host city. The FIFA World Cup 2006™ serves as a case example, out of the host cities Hanover has been picked as an example.

Within the dissertation the following research questions will be explored and answered:

  • Does image change happen due to international sporting events?
  • If so is it positive or negative?
  • Does the image change seem to be the same for host country and host city?
  • Are image changes related to the level of involvement and type of ecperience the people have?
  • Do image changes due to international sporting events have an influence on the people’s future travel plans? Should such sporting events therefore be of importance in destination management?

The answers were derived of secondary and primary data; an online survey has been conducted by the author for the purpose of this dissertation in which over 400 people participated. The findings of this survey have been supported through findings of two further surveys, one undertaken on behalf of the German Tourism board and one by the international student organisation AIESEC, who also have been examining issues concerning the FIFA World Cup 2006™.

Old Layout of homepage for the online survey:

  

 Survey concerning the image of Germany as hosts of the FIFA World Cup 2006 (TM)

For my master thesis at the University of Gloucestershire I tried to establish if international sporting events like the FIFA World Cup 2006™ held in Germany, can influence the image of the host country and host cities and if these events influence future travel plans in any way. Until the 29th of August I was conducting an online survey via this webpage, the questions being translated in German, English, Spanish and Polish.

I would like to take the opportunity to thank all the volunteers who took the time to fill out the questionnaire. I was able to count an amazing 409 participants! Thank you ever so much, especially to those, who let friends and family know about the webpage!

Click here for a summary of the master thesis.

 Imagebefragung zur FIFA WM 2006 (TM) in Deutschland

Im Rahmen meiner master thesis an der University of Gloucestershire versuchte ich herauszufinden, ob internationale Sportereignisse wie etwa die FIFA WM 2006™, das Image der Gastgebernation und der Gastgeberstädte beeinflusst. Weiterhin wollte ich aufzeigen, ob solche eventuellen Einflüsse sich auch auf zukünftige Reisepläne auswirken. Bis zum 29. August habe ich eine Online-Befragung zu diesem Thema über diese Webpage durchgeführt. Der Fragebogen stand auf Deutsch, Englisch, Spanisch und Polnisch zur Verfügung.

Ich möchte nun die Gelegenheit nutzen und mich bei allen Freiwilligen bedanken, die sich die Zeit genommen haben den Fragebogen auszufüllen. Ich konnte beeindruckende 409 Teilnehmer zählen. Ein riesiges Dankeschön! Mein Dank gilt besonders denjenigen, die Freunde und Bekannt auf die Seite aufmerksam gemacht haben!

Hier geht es jetzt zur englischen Zusammenfassung der Master thesis.