City Marketing Using Sport Events: The Case of Pontevedra and Two Editions of the Spanish Swimming Master Championship

• Ángel Barajas ^[1] ; Patricio Sanchez-Fernandez ^[2] ; Jesyca Salgado Barandela ^[2]
  1. [1] Higher School of Economics, National Research University

     Higher School of Economics, National Research University

     Rusia

     
  2. [2] Universidade de Vigo

     Universidade de Vigo

     Vigo, España

     
• Localización: Integrated Marketing Communications, Strategies, and Tactical Operations in Sports Organizations / Manuel Alonso dos Santos (ed. lit.), 2019, ISBN 9781522576181, págs. 68-90
• Idioma: inglés
• Enlaces
  • Texto completo
• Resumen

  • Sport events have become a key element in revitalizing tourism and a valuable instrument for city marketing managers. This is true not only for mega-events but also for medium and small-size events. This chapter focuses on two editions of the same sport event as an example of how it can be used for these purposes. The authors have chosen the Spanish Swimming Master Championship celebrated in the city of Pontevedra in 2011 and 2015. The choice of the city is justified by its concern about celebration of sport events during the last decade as a means of promoting the city and increasing tourism.