The Influence of International Sporting Events on the Image of Tourist Destinations. The FIFA World Cup 2006™ in Germany and the City of Hanover

Table of Contents

1 Introduction

1.1 Motivation and aim of dissertation

1.2 Approach and method of dissertation

1.3 Content of dissertation

2 Definitions

2.1 Event

2.2 Image

2.3 Destination management

3 The FIFA World Cup 2006™ in Germany

3.1 The destination

3.1.1 Germany

3.1.2 Host cities

3.2 The event

3.2.1 Games

3.2.2 Football fan route

4 Survey

4.1 The questionnaire

4.2 The sample

4.3 Findings

4.3.1 Visits to Germany during the FIFA World Cup 2006™

4.3.2 Previous visits and contacts to Germany

4.3.3 Image prior to the FIFA World Cup 2006™ and image changes

4.3.4 „A time to make friends“

4.3.5 Future travel plans

5 Chat rooms and forums

6 Further surveys

6.1 Survey by the international student organisation AIESEC

6.2 Survey on behalf of the German Tourism Board

7 Reflection

8 Conclusion

Research Objectives and Themes

This dissertation investigates whether international sporting events, specifically the FIFA World Cup 2006™ in Germany, can function as effective marketing tools to trigger positive image changes for a host country and its host cities, using Hanover as a representative case study.

• The impact of international sporting events on the image of tourist destinations.
• The role of host cities in destination marketing strategies.
• Primary data analysis through web-based surveys regarding travel plans and perception.
• Comparative analysis of Germany and Hanover as tourist destinations.
• The effectiveness of "event sport tourism" in attracting future visitors.

Excerpt from the Book

Summary of Chapters

1 Introduction: Provides the motivation for the study, defines the research questions regarding image change, and outlines the methodology used to conduct the primary research.

2 Definitions: Clarifies key academic concepts used in the dissertation, specifically defining events, image, and destination management.

3 The FIFA World Cup 2006™ in Germany: Examines the host nation and the city of Hanover, describing the sporting event's structure and the cultural programs like fan miles.

4 Survey: Details the primary research, including the questionnaire design, sample demographics, and a comprehensive analysis of survey findings.

5 Chat rooms and forums: Explores the use of digital communities to gather participant feedback, reflecting on the effectiveness of online qualitative research.

6 Further surveys: Discusses secondary research findings from AIESEC and the German Tourism Board to validate the study's conclusions.

7 Reflection: Offers a critical evaluation of the research methods applied and the personal learning outcomes of the master's degree project.

8 Conclusion: Summarizes the study’s findings and answers the research questions regarding the impact of sporting events on destination image and future travel behavior.

Keywords

FIFA World Cup 2006, Germany, Hanover, Destination Marketing, Image Change, Sporting Events, Event Tourism, Place Promotion, Tourism Management, Survey Analysis, Host City, Consumer Behavior, Travel Plans, Destination Image, Tourism Industry.

Frequently Asked Questions

What is the core subject of this dissertation?

The dissertation explores the impact of international sporting events, specifically the 2006 FIFA World Cup, on the image of host destinations like Germany and the city of Hanover.

What are the primary themes addressed?

The work covers destination marketing, event management, place branding, and the psychological impact of sporting mega-events on potential tourists.

What is the main research objective?

The study aims to determine if events like the World Cup trigger positive image changes for the host country and city and whether these changes influence future travel behavior.

Which scientific methods were employed?

The author utilized a combination of literature research, a primary web-based survey with over 400 respondents, and an analysis of external data from organizations like AIESEC and the German Tourism Board.

What topics are explored in the main body?

The core chapters define key industry terms, analyze the structure of the FIFA World Cup, report on empirical survey results, and provide a critical reflection on the research process.

Which keywords best describe this research?

Key terms include destination marketing, FIFA World Cup 2006, image change, event tourism, and place promotion.

How does the author evaluate the "A Time to Make Friends" slogan?

The study concludes that the slogan was largely fulfilled, as evidenced by the high percentage of positive experiences reported by visitors and the corresponding positive image changes.

What does the author conclude regarding Hanover as a destination?

While Germany experienced a broad, positive image shift, the impact on Hanover was more specific, though still positive; however, the author notes that Hanover faces challenges in international recognition compared to major tourist hubs.