Impact of the 2008 Olympic Games on the Destination Image of Beijing and Its Economic Potential - Research Paper Example

The impact of the 2008 Olympic Games on the destination image of Beijing and whether or not this can lead to greater economic potential. Professor Date 1.0 Introduction As a mega event, the Olympic Games can bring benefits to the host nation. (Kellet, Hede and Chalip, 2008)The aim of the research is to analyze impact of the Olympic Games on economy and tourism. Close, Askew and Xin connotes that the rise of China as a major political-economy player on the world stage has really brought a lot of positivity on the sports (2009: 2). The Beijing 2008 Olympic Games has had a lot of great influences on China. For the purpose of this study, only the economic as well as the tourism aspects will be discussed. The research will look into how these aspects bring developments in Beijing. The research will be discussed as follows. The second section introduces background and rationale. The third section reviews the relevant literature. The fourth section illustrates the research objectives. The fifth section describes the methodology of this project. The sixth section discusses the difficulties and limitations .the seventh section concerns the time schedule of this projection. The eighth section engages into the relevant costs. And the final section concludes the research 1.1 Background and Rationale The International Olympic Committee is a non-profit, non- governmental organization, whose members comprise of Olympic Movement and the movement represented by the Olympic Games and those organizations, athletes, and other persons who accept the authority of the Olympic Charter (Theodoraki, 2007 &Groote, 2005).The main agenda of the Olympic Movement is to contribute to building a peaceful and better world by educating youth through sport. This sport is in most instances practiced without discrimination or prejudice but on friendship, fail play and solidarity ( Theodoraki, 2007: 53). The Olympic Games are a mega-event that draws the attention of the world to the host country. It not only an athletic competition, but also it provides an opportunity to the host country to show the culture and accomplishments of the country. In addition, if countries successfully hosting the event, they will increase the tourism revenues and enhance national and international prestige of countries (Toohey, 2007 & Heslopetal., 2010). Although the Olympic Games have rarely been hosted by developing countries, Beijing can host the 2008 Summer Olympic Games. This is because it is the capital of China as well as the fourth developing nation state in the world. This makes the 2008 Beijing Olympic Games is a great opportunity to the country as it can create a new image of the nation state by the frequent travelling of people. Consequently, this leads to the increase of tourism revenues and the development of the nation state. 1.2 Overall Aims and Objectives of the research This research project aims at investigating the effects of 2008 Beijing Olympic Games on tourism and economy from the Chinese and Chinese enterprises. Specifically, the objectives as follows: The number of tourists increases in the city or not. The number of foreign tourists The number of place where people have been. The tourism development brings the benefits to the social life or not. Which tourism model is best: the eco-tourism, the mainstream tourism and the linked tourism model The tourism becomes popular in the life or not. More and more foreign companies come the Chinese market or not The number of small enterprises，business corporations and transnational corporations The feeling of the economic development The rate of employment and unemployment 2. 0 Literature Review Fink (2009: 3) defines a research literature review as an explicit, reproducible as well as synthesized existing body of finished and recorded work. This work in most instances is produced and created by practitioners, researchers and scholars. This literature review will provide the definition of mega events as well as introduce the effects of the Beijing Olympic Games. There will also be an analysis of destination image of a city, how to change the image of the city. Destination image of the city will impact on the tourism, so the study will provide more information about the event tourism development because the Beijing Olympic Games. Furthermore, the study also will analyze the economic impact of Beijing Olympic Games and other mega events. 2.1Mega Event and Olympic Games Mega events have been defined in various ways by various scholars. Marris (1987) purports that mega an event is in relations to the number of visitors, cost or psychology that it attracts. On the other hand, Vanhove and Witt (1987) argue that for an event to be grand, it has to attract a great interest of people globally. Rooney (1988) gave a brief description on the common attributes of mega-event for instance: they contain traditional elements, they have historical significance, they are a mystique or have mythical proportions, they gain from publicity of the media, they are complemented by other events like parades and festivals and they are at times liked to particular areas. Finally, Getz (1991) noted that the link of mega events and a destinations image is due to appeal of an area. His definition concentrates on the number of visits tourists make overnight going to the event. Even though there exist　diverse definitions of regarding mega events, some of the most popular mega events are the Olympic Games, the World Expositions and the World Cup. Olympic Games has been categorized as one of the mega events that has the ability to draw the attention of the world to a given host nation state. Olympics is not only an athletic game but also an chance for the host nation state to depict its culture and achievement. Yang et al(2008) claimed China has its own particular cultural and history background. This is what will be able to provide the variable market for sport sponsorship and investment. Additionally, China is a developing nation state. Hence, events may be functional in relation to or may have symbiotic relationship with globalization (Close et al, 2007; Essex &Chalkley, 1998).In the global economic platform, Olympic Games gives the host country a unique public opportunity to do place marketing. This will consequently be able to build the image of the Olympic city (Kapareliotiset al., 2009;Karadkakiset al., 2010. For example, Greece is the traditional image (Kapareliotis et al, 2009). In addition, Olympic Games represent the highest forum where the world’s best athletes can meet. In addition, some mediators find job opportunities while volunteering to work during the games, internet, book, television and Olympic Games (Girginov, 2010). The media coverage of the Games, the city could transmit the image worldwide. However, Andrew Billings (2007) critically looks into the Olympic televise experience. He argues that it has to be navigated along the fine line between media’s responsibility to document reality and to give the audiences the desired spectacle, entertainment and drama (Girginov, 2010). Through Olympic tourism, the Olympic city has been able to construct. Olympic tourism means the improvement of the existing public places, hotels, facility use as well as other installations that may be linked to tourism (Kapareliotis, 2009). Kapareliotis, Panopoulos and Panigyrakis state (2010: 91).In relations to infrastructure the Olympic Games are categorized into three groups. For instance, there are sport facilities, transformation infrastructure games as well as sports facilities infrastructure. The affective image usually is measured the vitality of city and the intersecting or entertainment of destination（Artuğer et al,2013 ; Martin & del Bosque, 2008;Moon, Kim, & Lee, 2011）. Hence, the facilities and infrastructure is important to build the image of city. 2.2Destination Image Destination image is an impression, perception construct, or personal notions or comprehensions that are made by tourists by analyzing a number of resources (Gallarza, Saura & Garcia, 2002; Jamaludin, Johari, Aziz, Kayat, &Yusof, 2012). Since 1970s, the analysis of destination image has been a hot topic in the tourism context (Morrison, 2013; Stepchenkova & Morrison, 2008). Coban (2012) and Jamaludin et al (2012) claimed that there are many factors that may affect the measurement scales of destination image to be set up. However, in relations to the assessment and analysis of destination image, it is vital to comprehend the behavior of tourists (Coban, 2012). Beerli & Martin (2004a) was able to look into and summary the various factors that may influence the creation of destination image. He categorized these factors into either personal or information sources. Artuger,,Çetinsoz, &Kilic(2013) and Prayang (2008) purport that destination image comprises of affective and cognitive image. Cognitive image was associated with the image forming agents (Gartner, 1993). This included all the information as well as the beliefs of destination that have been received of the people who have visited the place. Affective image described as the feel and experience of place (Gartner, 1993 and),Coban (2012) stated people have emotional image about the destination, such as thought, beliefs and knowledge can be connected to the cognitive image. For example, after tourists travel to a place, they will be able to form and construct images premised on the personal experiences that they have had. This image tends to be realistic, difficult as well as diverse from the one that is received from secondary sources of information (Beerli& Martın, 2004a). Therefore, the great differences that arises in various destinations is usually a function of the diverse culture, uniqueness, as well as bonded either by the natural environment or man made (Jamaludin et al, 2012). The tourist’s acceptance of the image in making decisions before, during and after the visiting the destination is the most universally acknowledged techniques (Echtner& Ritchie, 1993; Gallarza et al., 2002; J. Hunt, 1975). Decision-making process of many touristsis dependent on destination image they have (Beerli& Martın, 2004). The most important phase of the tourist before embarking on the trip is the initial image formation stage (Gunn, 1972; Mercer, 1971). This is because images contribute a lot to the perceptions of the tourist and hence can influence their behavior (Brokaw, 1990). In addition,it would aidin pinpointing the target markets and determine to sell image to each segment of the market (Goodall, 1990). Furthermore, the impact the image is not only limited to the choice of destination but is also vital in the behavior of tourists in other platforms (Ashworth &Goodall, 1988; Mansfeld, 1992). Bigné, Sánchez, & Sánchez, (2001) argues that during their experiences, most tourists have their destination image on the vacation that they are going to have. This becomes a very elemental feature in the experiences as well as evaluation that the tourists have . Some of the variables that are employed in evaluation may comprise be perceived quality, perceived value (C. F. Chen & Tsai, 2007) as well as satisfaction (Bigné et al., 2001; Castro et al., 2007). The elementary rationale of the tourists’ evaluation of the destination is in most instances premised on their experience. In addition, this evaluation may depend on the discrepancies between their actual experience of this destination and their expectations. This may be deemed as the pre-conceived image of this destination. Another widely recognized factor that can change the image of the destination is the mega events. Consequently, the impact that major events have on the image of a place may become a subject of research in marketing tourism. However, it has been noted that these efforts are still restricted (Nadeau et al., 2008). Hence, uncertainty in the occurrence of these events is mainly dependent on the characteristics of events, including type of events, event size and so on (Gwinner, 1997). Grand events like the Olympic Games and the World cup have consistently played a significant role in changing the destinations image especially improving it( Kim and Morrsion, 2005). 2.3Event Tourism There is enough material on events in tourism studies. However, they focus on the function that events’ play in the marketing and development of a destination. Getz (2008) argues that “event tourism” is the connection between an event and tourism studies in the region. This may comprise both the development as well as the marketing of events that will market tourism to the relevant tourists. To sum it up, the focus of event studies in tourism studies is to market various events to tourists of diverse cultures and make them develop an image for their next destination through the event. The focus of this study is to investigate events in terms of their ability to change the image of the destination. On the other hand, the emphasis of this review is on the role events play in marketing tourism destinations within the context of event tourism. Getz (2005) noted that destination branding and marketing events could play a number of vital roles such, attractions, image-maker, catalysts, animators of statistic for further development. The people responsible for the making of the image play a significant function in developing a long term perception. Mega events could shape the image of the host city or nation state to have a great visual image of the place as a probable tourist destination. The Media’s focus on the host city, whether brief or long term may increase publicity on the place (Getz, 1991). By employing the Olympics’ theme, these cities are able to brand the city. Consequently, this creates a strong image of the nation state. Despite the fact that this effect is short term, the long term thing is that tourists will choose the area as their place of destination. This will eventually, result in economy growth. (Kapareliotiset al., 2009; Karadkakiset al., 2010). The connection that exists amongst events and the general image of a destination can be shown via different examples. Cameron (1989) noted that festival and events plays a great role in cultural tourism. This is depicted by transforming the image of the Lehigh Valley in Pennsylvania (an old industry town). By promoting attractions as well as events, the towns began to successfully attract both investments as well as tourist. Heslop, Nadeau and O’Reilly (2010) saw China as a cultural destination has various patriotic education sites for significant celebrity spots. For instance, the nation state is the birthplace of both Mao and Confucius, the geographical formations as well as spectacular views, buildings and festivals. In addition, he argues that cultural centers are cautiously designed in form of the message that the architects wanted to relay top the people visiting the town. For example, these places depict the successes of the republic of China. The monuments as well as the structures are made to depict the historical unity as well as the greatness (Nyiri, 2006:7). As a result, Chinese government has the ability control the tourism experience in China both the visitors and Chinese people. This is done to foster the communist as well as nationalist government (Heslop et al., 2010). Another example is a German city called Munich. This city employed the opportunity it had to market its image to tourist through the events. It got this done by marketing its image innovatively to specialist markets as well as international tourists like incentive and conventions tours. Likewise according to Kapareliotis et al., “A grand event that is well-organized for instance the Olympic Games attracts millions of both domestic and foreign tourists to a particular destination (2010: 91).” Furthermore, tourist will visit other places in the country and spend money-buying souvenirs. Consequently, the visitors may extend their stay in the host country (Bauer et al., 2005). Olympic Games are known to have the ability of improving the ranking of the city in the world ranking of cities (Owen, 2005). This is because the government will build new infrastructure and rebrand it to create a good image of the city by the visitors (Short et al., 2005). According to Kapareliotis, et al., (2010: 91), strong tourist infrastructure will be built by Olympic tourism. Tourist infrastructure means the improvement of existing public places, hotels or any other installations that would be significant to tourism. In addition, it refers to the creation of new ones in cases where the existing ones are inadequate. In addition, the development of new infrastructure will happen so that the requirements of the visitors as well as the locals may be met. For instance, it mostly snows in places where the temperature never goes below zero. Development of infrastructure for the Olympic Games occurs in three phases; low-level infrastructure, building sports facilities, transforming the games infrastructure. It is evident that development of infrastructure spurs investment. 2.4 Economic impact of Mega-Events Burbank, et al., (2001) claimed that tourism industry development would have impact on the economic development in a city. First of all, he desire to create a world-class or major-league image is an important element of a city’s economic development strategy (Burbank, et al.,, 2001).Consumption-based competition between cities means that image marketing will become more evident whenever cities search for a unique image to bring visitors and investment capital to their city ( Fainstein & Judd 199a, Holcomb 1999). From the perspective of tourism, it is clear that tourism development can increase the number as well as the tourist revenue in tourism. This will consequently have an effect on infrastructure. The restaurants, hotels and public place will have regeneration on the management as well as facilities. It may be a great opportunity to develop local industry (Burbank et al., 2001; Close et al, 2007; Groote, 2005). For example, nationally, tourism was the third largest private employer and the third largest segment of retail spending in dollar volume in 1997. The number of tourism-related jobs increased 30 percent between 1987 and 1997 and generated $71 bullion in tax revenues for national, state, and local governments in United States in 1997(U.S Travel Data Center 1998 cited in Burbank etc,2001). From the perspective of mega event, Olympic host nations invest a lot of time and money into earning the right to host the Games. Being an Olympic host nation is usually a great privilege. This value can be measured in terms of world status, national pride, as well as a grand platform to promote a destination (Groote, 2005; Burbank et al,2001). A mega-event, such as Olympic Games, provides the host country with many opportunities, some involving direct economic impacts (Kasmati, 2003). Furthermore, the Olympics emphasizes on long-term gains and the tangible gains of hosting Olympics. These effects are mainly tourist revenues, economic growth, tourist as well as an increased level of job opportunities. In addition, the image of the Olympic Games is a powerful tool that can advance tourism in a place. Indeed, the IOC has acknowledged the importance of Olympic brand and has recently attempted to safeguard the brand and maximize benefits form corporate partners (IOC,1999). For instance, Beijing as a capital city is a great attraction. For instance, an event dubbed, the “Invest Beijing” conference attracted many of the top 500 enterprises like Nortel Network, General Electric, Boeing, as well as Wal-Mart on April 18th and 19th [2004]. Furthermore, domestic players were also represented by people like Huawei, Lenovo, as well as Sinopec Group. All of the participants were eager to benefit from the gains of the Olympic (Close et al., 2007). According to Wang (2009: 421) claimed that the impacts on Chinas economy of 2008 Beijing Olympic Games are mainly manifested in both tangible and intangible aspects. The tangible impacts mean the pull of Chinas investment, consumption, export as well as employment expansion. This is mainly reflected in the change of total economy and its structure of host country. “The intangible impacts refer to impacts on Chinas economic development environment, the openness, and country reputation, image and credibility. And the intangible impacts are more important and more valuable than tangible ones in the long term of economic development.” In conclusion, the literature review depicts how various world events can effectively bring tourists in the nation states where the events occur. Events assist in building a clear image to the tourists on how the nation states where the event will be is. This in turn will have a major economic impact on the nation states where these events happen. However, there is a gap in literature on the various strategies through which governments can be able to assist its people gain from the tourist experiences that happen during the season of mega events. 3. 0 Methodology This chapter represented literature review through secondary research in order to gain an understanding the knowledge about the interview topic. Qualitative method was been chosen, telephone interview, to carry out in a semi-structured interview, which was both flexible (Bryman and Bell, 2003) and specific (Collis and Hussey, 2009). A specific definition of quantitative and qualitative research as well as explanation was chosen. Finally, the chapter gave the reason for interviewees and produced the process of data collection. 3.1 Secondary Analysis of documents In the research study, a literature review was carried out in order to obtain an understanding of what is already known about the subject. It also decides how the metrological approach will be(Davies, 2007).The literature review was summary of the existing knowledge (Bryman and Bell, 2003). In the literature research, the literature referred to the existing body of knowledge, or all sources of secondary data, which were relevant to the study (Collis and Hussey, 2009). Secondary data were collected from an existing source, such as: book, article, conference papers and reports, journals, newspapers and statistics by government and so on (Collis and Hussey, 2009). Due to the Olympic Games is a popular concept, it can gain the relevant literature by internet, academic journals, books, newspaper articles and statistics from government. There is much literature related to the Olympic Games, is the study focus on the impact of 2008 Beijing Olympic Games on tourism and economy, the key words associated with the research including:destination image, tourism impact, economic impact, Beijing Olympics, sustainability, employment, visitors. Furthermore, the research study in the impact of Beijing Olympic Games, thus, those sources should have a range from 2009 to 2013. To define the scope and identify the key words of context for the research, which will help limit the material is collected to that relevant the research (Collis and Hussey, 2009: 92). However, the literature that relate to the research could be complexity, and unfamiliarity. Also the quality of those data could be hard to control. Because others collected the literature and data, there were some limitations of using those resources (Bryman and Bell, 2003). In that case, the research study creates the basis knowledge from the literature review through secondary research, then, use the qualitative research do the interview for the depth research. 3.2 Quantitative Research Qualitative Research For research study, the different purpose of the research determines the use of quantitative or qualitative method. Quantitative research is to classify the data in a numerical form (Collis and Hussey, 2009). Quantitative research is usually an attempt to construct statistical models to explain what is being observed.Traditional forms of this research might include, but are not limited to, closed-ended questions, predetermined approaches, and numeric data. The researcher gives proven data and does not apply own personal feelings, and normally produces less rich data than qualitative research (Bryman and Bell, 2003).In this research the effect of Beijing Olympic Games on economy and tourism will be examined. The research is linked to the personal feeling of destination image from resident and visitors. Also, the closed-ended questions could limit on the answer of professional commission and executives. Therefore, the quantitative research was ruled out as a suitable method for this study. In qualitative research, this would allow much more broad-based, ‘open-ended’ information to be obtained through the method. This often makes knowledge claims based primarily on constructivist perspectives in addition to the use of strategies of inquiry, grounded theory studies or case studied (Creswell, 2003: 18). So the theories can induct from the collection and analysis of the data (Flick, 2002). In addition, an interview is appropriate for qualitative research, and interviews yield rich insights into peoples biographies, experiences, opinions, values, aspirations, attitudes, and feelings. Thus, the qualitative research was suitable for this study of impact of Beijing Olympic Games on economy an tourism. 3.3 Interviews The interview is the elicitation of research data in which selected participants (the interviewees) are asked question to find out what they think, do or feel (Bloor and Wood, 2006;). Interview can be conducted with individuals and group; individuals including structured interview, the semi-structure interview, the unstructured interview or focused interview; group involves group interview and focus group (Collis and Hussey, 2009;May, 2011). There are several kinds of interviews using face-to-face, telephone, email，or video conferencing methods (Collis and Hussey, 2009). In this research, semi-interviews were used. Semi-structured interviews are flexible where the interviewer is free to develop a broad themes and questions to different interviewees (May, 2011). Furthermore, open questions provided a chance to the interviewee, who represented answer by studying a complex stock of knowledge about topic (Flick, 2006). Therefore, the interviewee was exploring new areas and generating fixed-choice format answers (Bryman and Bell, 2003). Furthermore, a range of insights and perceptions were collected from different people and angles. For example, residents, visitors and organizations have different views about the impact of Beijing Olympic Games. In the semi-structure method, the interviewer needed to understand the context and content of interview (May, 2011). Consequently, the literature review initially provided the existing knowledge, however, the interviewer should seek both clarification and elaboration on the answers given form qualitative information (May, 2001). 3.4 Sample The 2008 Beijing Olympic Games was a mega event. It has the ability to attract different people to pay a attention on it. According to Flick (2006: 126), “Sampling decisions aim at that material that promises the greatest insights, viewed in the light of the material already used, and the knowledge drawn from it.” So the sample selected four people, andfour organizations or companies. The selected people should divide two parts using fudge mental sampling. One part should interview two residents of Beijing, and another part should interview three visitors had been to Beijing. In addition, there are two commissions and two companies were selected using advertising. The interviewees were chosen for various reasons. First of all, there was two residents involve: Participant 1 and Participant 2. Participant 1, a PhD in Economics and Associate Professor of Beijing Agricultural College Management School of Economics，who could provide the academic insight of the economic impact and development in Beijing. Participant 2, a tour guide from Beijing River International Travel Tourism Ministry of Culture, who could provide the detailed information about the tourism industry of Beijing and the number of visitors of the company. For the visitors, Participant 3, he was Project Support Office Manager with Elexon Ltd before; he had much travel experience and lived in Beijing a year. Therefore, he could provide a experience of the image change, and he had different feeling and opinion of 2008 Olympic Games with Chinese.Participant 4，a international student studies in Glasgow Caledonian University, she went to China in June of 2013. Therefore, she has a tourism experience of how Beijing is and can remember the tourism experience. She can give a good respond of image of Beijing. Finally, the research will analyze the Beijing Olympic Park Administration Committee and Beijing Municipal Commission of Tourism Development. Beijing Olympic Park Administration Committee could gave the development of Olympic arena, the numerous resource of visitors in Olympic Park, and the sustainability of Olympic arena. Therefore, the committee could provide many official resource of the impact of 2008 Beijing Olympic. On the other hand, Beijing Municipal Commission of Tourism Development, which could have official numerous resources about visitors of Beijing, and tourism agencies of Beijing? Also, the Commission would have the strong statement of the impact on tourism and economy. In addition, Pangu 7 Star Hotel Beijing should provide the information about the development of hotel after Olympic Games, because this hotel is a part of Pangu Plaza, which stayed at the hotel during the Beijing Olympics. Also, the hotel could have the numerous resources of visitors, which can support the impact on the tourism. Beijing Relation Conference & Exhibition Service Company, the company should have a lot resource about the development of tourism industry, and it could provide statement of the investments and the impact of tourism on economy. Due to the company could hold Beijing International Tourism Expo every year, it should have a lot of official resources about the tourism and economy of Beijing. Thus, the date from the organizations and companies would be more valuable for the research on the impact of Beijing Olympic Games on tourism and economy. 3.5Data Collection The interviews were not to take in the UK, in advance, the interviews were arranged an appointment by email a week before the interview. The respondents would receive with outline of the interview themes a week before the interview. The telephone interview were using for interviewing the respondents. The telephone interview, “as a unique mode of communication to collect information from participants” (Blumberg, Cooper and Schindler, 2005: 259), is easy to supervise (Bryman and Bell, 2003). The interview would take between 30 to 40 minutes but interviewees were flexible to change time of interview. Furthermore,he respondents would receive with outline of the interview guide a week before the interview.This method gave the chance to interviewees prepare for interview (May, 2011).In terms of type of interviewees, there was a little bit different between people and organizations or companies. The main directions of the interview guide involved: Explain the image of Beijing before coming and after travelling (for people) Identify the image of 2008 Beijing Olympic Games created Explain the relevant between mega event and tourism Explore the statement that can prove the impact of 2008 Beijing Olympic Games on tourism Analyze the relationship between tourism and economy of Beijng and summarize the tourism impact on economy Explore the potential impact of 2008 Beijing Olympic Games on economy The telephone interviews were record, after agreement with the respondent. The method was employed to record the conversation, so as to make the conversation smooth without taking notes. In addition, the record could provide unbiased and accurate data ((Blumberg,Cooper and Schindler, 2005). In this research, Computer-assisted telephone interviewing (CATI) was not use; all interviews were recorded and transcribed verbatim in Chinese and English. Afterwards, the interviews were translated in English and analyze manually. Otherwise, there are limitation relating the quality of the data in the interview sector in the research, the data is useful to conduct the findings and to do a analysis. In conclusion, this chapter discussed various methods to research, explained the different between qualitative and qualitative research, and gave the reasons why the qualitative research was chosen for this study. Whereas, the main part is that the flexible semi-structured interviews were valuable choice for the research, and the detail of data collection in this chapter. In next chapter, the paper will identify and analyze the findings that collected form the above methodology, including the literature review by secondary research and the semi-structured interviewees through qualitative method. 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