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

• Author / Creator

  Feng, Qinyan

• 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.

• Subjects / Keywords

  • Travel Motivations
  • Heritage Sport Tourism
  • Olympic Stadium

• Graduation date

  Fall 2012

• Type of Item

  Thesis

• Degree

  Master of Arts

• DOI

  https://doi.org/10.7939/R3G37W

• License

  This thesis is made available by the University of Alberta Libraries with permission of the copyright owner solely for non-commercial purposes. This thesis, or any portion thereof, may not otherwise be copied or reproduced without the written consent of the copyright owner, except to the extent permitted by Canadian copyright law.