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Heritage Sport Tourism Strategies and Motivations: The Case of the Bird's Nest Olympic Stadium Open Access


Other title
Olympic Stadium
Heritage Sport Tourism
Travel Motivations
Type of item
Degree grantor
University of Alberta
Author or creator
Feng, Qinyan
Supervisor and department
Hinch, Tom (Physical Education and Recreation)
Examining committee member and department
Walker, Gordon (Physical Education and Recreation)
Mills, David (History and Classics)
Hinch, Tom (Physical Education and Recreation)
Physical Education and Recreation
Recreation and Leisure Studies
Date accepted
Graduation date
Master of Arts
Degree level
Scholars and sport tourism managers have exhibited a growing interest in heritage sport tourism. The purpose of this study is to examine the motivations of visitors to sport heritage sites, as a way of helping facility managers to optimize relevant strategies and capitalize on these opportunities. To achieve this goal, a study of heritage sport tourism was conducted at the Bird’s Nest stadium following the 2008 Beijing Olympics. A qualitative approach was used featuring semi-structured interviews and document analysis. The findings suggested that participants had various motivations but most of them were related to Olympic memories. Management’s efforts corresponded to the motivations identified by the visitors who participated in the study. However, there appear to be differences in motivations among market segments. Therefore, it is recommended that the managers of sport heritage sites should recognize that a range of market segments exist with unique motivations that require targeted marketing strategies.
Permission is hereby granted to the University of Alberta Libraries to reproduce single copies of this thesis and to lend or sell such copies for private, scholarly or scientific research purposes only. Where the thesis is converted to, or otherwise made available in digital form, the University of Alberta will advise potential users of the thesis of these terms. The author reserves all other publication and other rights in association with the copyright in the thesis and, except as herein before provided, neither the thesis nor any substantial portion thereof may be printed or otherwise reproduced in any material form whatsoever without the author's prior written permission.
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