Special Events and Destination Marketing Strategies in Emerging Economies in Asia

• Published in: Palgrave Studies of Marketing in Emerging Economies
• Main Author: Jamaluddin M.R.; Ghani W.S.W.A.
• Format: Book chapter
• Language: English
• Published: Palgrave Macmillan 2022
• Online Access: https://www.scopus.com/inward/record.uri?eid=2-s2.0-85136241672&doi=10.1007%2f978-3-030-83711-2_3&partnerID=40&md5=9089a3646c72f69ba5ec2e1e798fd284

Marketing strategies are crucial for the success of tourist destinations, as there are rapid changes in tourism demand, intensified competition and the emergence of new tourist destinations. Sporting events have long been recognized as an integral element of sports tourism, and hosting one can provide a destination with additional benefits due to the popularity of sports events. This chapter explores the evolution of sporting events as special events that are vital for destination marketing. Two case studies are presented that examine how sporting events have changed the way destination marketing organizations craft destination marketing strategies that use sporting events as catalysts. Based on the literature reviews, it is found that individuals participating in sporting activities are vital for the host destination as the possibility of spreading positive word of mouth is the most beneficial long-term impact of the sporting event. © The Author(s), under exclusive license to Springer Nature Switzerland AG 2022.