Thursday, 15 July 2010

How Will The Olympic 2012 Benefit London’s Image As A Major Tourist Destination?

The coveted bid for hosting the Olympics 2012 was awarded to London. As big investments poured into winning the bid, the hard part comes as the whole of London led by its Prime Minister begins mega preparations for the mega event. To understand the many concepts underlying destination branding, this study was geared towards knowing how the Olympics 2012 will benefit London to become a sustained major tourist destination in the world.

Learning’s from past Olympic and sports committees and researches were gathered. Destination branding concepts were taken from these studies and analysed how it will affect London or help London in its preparations for the Olympics.

The research concluded that London will benefit from the Olympics as it tries to maintain its status as a major tourist destination. There will be obstacles in terms of security and much work is needed such as preparations not only to London but preparation that the whole country must undertake. Global destination branding will reap its long-term rewards if London can maximize the Olympic Games as a successful marketing vehicle for the city.

Chapter One: Introduction
1.1. Introduction
1.2 Aims and Objectives
1.3 Case study
1.3.1 Limitations & Approaches
1.4 Methodology
1.4.1 Limitations & Approaches
1.5 Structure

Chapter Two: Literature Review
2.1. Branding
2.2. Image
2.3. Destination Branding
2.4. Marketing a Destination Brand
2.5. Olympics as a marketing vehicle
2.6. London as a destination brand

Chapter Three: Methodology
3.1. Introduction to methods/combination of methods
3.2. Deductive theory
3.3. Methods available and chosen methods

Chapter Four: Results and Analysis
4.1. Results of questionnaires
4.1.2. Analysis of data
4.2. Case study of Sydney 2000 Olympics

Chapter Five: Findings and discussion
5.0 Impact on destination image
5.1 Market segment attraction
5.1.1 Media participation
5.1.2 Local Government Units involved in promotion for 2012
5.1.3 Sports Agencies Olympics promotions
5.1.4 Tourist agencies Olympics promotions
5.1.5 Countrywide promotion plan for 2012 Olympics

Chapter Six: Conclusion and Recommendations
6.1 Conclusion
6.2 Reflection on research
6.3 Recommendations


(TALC) model
Map of Olympic Village
Sample Questionnaire
London Tourism Action Plan

Download Here: Dissertation