...Chan Hyeon Hur; Nicholas Masafumi Watanabe; Brian Soebbing; Grace Yan Purpose This study examines the net impact of the 2018 Winter Olympics on temporary housing prices in Gangneung, South Korea, from 2012 to 2023. Amid growing scrutiny of the Games' long-term economic sustainability, particularly...

...Simon Licen; Nastja Cermelj Purpose The 2022 Olympic Winter Games in Beijing were the first sporting mega-event held in a country that limits access to popular Western social networks. Since both domestic and international audiences were crucial for the organizers, the purpose of this study...

...Stephen Hills; Bob Heere; Matt Walker Purpose The decision by the British Olympic Association to enter a soccer team into the Olympic Games of 2012, having not participated in the Olympic soccer competition since 1960, provided an opportunity to study representation as a predictor of fan...

...Francisco Guzmán; Ivar Sisniega-Campbell This paper recounts how the Mexican National Sports Commission approached the creation and development of an Olympic sponsorship programme (CIMA). The lessons garnered are organised following Cornwell's (1995) model of sponsorship development. This paper...

...J. Andrew Choi This case study examines the interactive marketing initiatives of Coca-Cola China Company for one of its marquee Olympic properties, the Olympic Torch Relay. It provides insights into building increased brand interaction by adding an online interactive component to an age-old concept...

... triathlon Sydney Olympic Games in 2000, and how sponsors subsequently capitalised on his media image. The results highlight key factors that influence Olympic sports reporting and their implications for leveraging an Olympic athlete's media image as part of a product endorsement strategy. © 2007...

...Donald P. Roy; Timothy R. Graeff Perceived fit between a sponsoring brand and an event is considered to be a key sponsorship requirement, but little is known about the variables that are related to perceived fit. Coca - Cola's sponsorship of the 2002 Salt Lake City Winter Olympics is examined...

...Arch G. Woodside; Ray Spurr; Roger March; Heather Clark This article proposes a theory of direct and indirect inf luences of the Olympic Games on international tourism behavior and presents test results of the theory using a quasi-experimental research design and visitor exit data (n = 3,875...

...Michael D. Giardina; Jennifer L. Metz This paper critically analyzes the International Olympic Committee's 2000 global marketing campaign titled “Celebrate Humanity”. Released prior to the 2000 Summer Games, this campaign capitalized on recent cultural trends by focusing on multicultural...

...Janek Ratnatunga, Ph.D.; Siva K. Muthaly, Ph.D. This paper presents an overview of the lessons learned by successful and unsuccessful small businesses during the 1996 Summer Olympic games in Atlanta, Georgia, and considers their impact on organisations involved in the 2000 Olympiad in Sydney...

...Laurence Chalip; B. Christine Green; Lee Vander Velden Events Olympics Polysemy Television Viewing 27 01 2000 © 2000 by Winthrop Publications Limited 2000 licensed reuse rights only IJSMS 2/1 19/9/02 12:36 pm Page 39 Effects of Polysemic Structures on Olympic Keywords...