奥运会与旅游研究

奥林匹克运动会是国际奥林匹克委员会主办的世界规模最大的综合性运动会，发源于古希腊。奥运圣火代代相传，为世界各国带来“更高、更快、更强”的拼搏精神。与此同时，奥林匹克运动会作为世界盛会，更是为东道国带来积极的社会效应。

鉴于此，本期以“奥运会与旅游研究”为主题，推出相关专题研究的学术文章。以期推动奥运会旅游效应的相关研究，为更好地开拓奥运旅游、体育旅游等市场提供理论支撑。

01

Steven E. Moss  Kathleen H. Gruben  Janet Moss

An empirical test of the Olympic tourism legacy

Journal of Policy Research in Tourism , Leisure and Events

2019,11(1):16-34

International tourism legacies are a key justification for hosting the Olympics. Although strong theoretical arguments have been made to support the tourism legacy, empirically measuring the effect has been problematic. Strong arguments for enhancing the legacy effect through the proper leveraging of the Olympics by means such as positive media coverage exist. This research empirically tests for the legacy effect and whether leveraging the Olympics by exposing potential tourists to more media enhances the legacy effect. The data used in this research are monthly international air passenger arrivals for nine Olympic host cities. A time series methodology that controls for problems noted in prior studies such as pre-existing trends, external events, seasonality, and crowding out is incorporated. The results show little evidence to support the legacy effect in the short run.

02

Nikolaos Boukas   Vassilios Ziakas   Georgios Boustras

Olympic legacy and cultural tourism: exploring the facets of Athens’ Olympic heritage

International Journal of Heritage Studies

2013,19(2):203-228

This study examines the effects of the Olympic Games on Athens’ cultural tourism and the city’s potential to leverage the Olympic legacy in synergy with its rich heritage in order to enhance its tourism product during the post-Games period. In doing so, a qualitative and interpretive approach was employed. This includes a literature review on Athens’ 2004 Olympics to identify the sport facilities and regeneration projects, which constitute the Olympic legacy and heritage. Based on that, an empirical analysis was undertaken, by collecting official documents about the 2004 Olympics, and conducting five semi-structured interviews with tourism/administrative officials. The findings indicate that the Olympiad contributed significantly to Athens’ built and human heritage, revealing the dimensions of new venues/facilities, infrastructure, transportation and aesthetic image of the city, and human capital enhancement. Hence, the Games affected to the multifaceted representation and reconstruction of the city’s identity and cultural heritage. However, the potential afforded from the post-Olympic Athens remains unrealised due to lack of strategic planning/management. The study concludes that there is a need to develop cross-leveraging synergies between the Olympic legacy and cultural tourism for the host city. Finally, a strategic planning framework for leveraging post-Games Olympic tourism is suggested in order to maximise the benefits of Olympic legacy and heritage in a host city’s tourism development.

03

Stacy-Lynn Sant    Daniel S. Mason   Tom D.Hinch

Conceptualising Olympic tourism legacy: destination marketing organisations and Vancouver 2010

Journal of Sport & Tourism

2013,18(4):287-312

Hosting an Olympic Games is expected to generate tourism legacies for the host city, region, and country well beyond the event. Since a host city's tourism industry plays an important role in delivering wider economic benefits to the city and region, tourism legacies feature prominently in proponents' attempts to legitimise the public expenditure required to bid for and host an Olympic Games. Despite inconsistencies in conceptualisations of the Olympic legacy in both academic literature and industry practice, destination marketers continue to be charged with formulating strategies to leverage an Olympic Games for tourism benefits. A qualitative and interpretive case study approach was used to examine how destination marketers in Vancouver, as well as those at the provincial and federal levels of government, conceptualised the Olympic tourism legacy. Results show that destination marketers' conceptualisations of legacy vary depending on their mandates as well as the needs and aspirations of their destination. The study also highlights the importance of a collaborative approach in developing leveraging strategies for a host city, region, and country

04

保继刚 项怡娴 吴永莹

北京奥运会对非举办地入境旅游的影响

——以桂林阳朔为例

人文地理

2009,24(2):1-6

奥运会对旅游的影响是重大事件研究的热点,但现有研究很少从非举办地的视角进行分析。本文以阳朔为例,基于文献分析和深入访谈,剖析在奥运会前期和中期,非奥运举办地的入境旅游市场受到的影响,研究发现:①阳朔入境旅游市场萧条,2008年3.14西藏事件、5.12地震和奥运会引发的签证政策收紧在奥运前期是影响入境市场的重要因素,签证对入境市场的抑制持续且突出的表现在奥运中期;②北京奥运会对以阳朔为例的非举办城市的促进作用不在奥运前、中期,甚至也不在奥运结束后的短时期内,而只能从长远角度考虑其影响;③旅游业是非常脆弱和敏感的产业,但口碑好的旅游企业抗风险能力较强。最后作者在讨论中指出,2010年上海将举行世博会,有望处于上海辐射范围的长三角非举办城市应谨慎分析世博会能够带来的利好。

05

张胜男

北京奥运文化效应与都市旅游可持续发展

旅游论坛

2009,2(6):860-863

以2008北京奥运为切入点,从'文化'、'生态'、'人本'等层面,探讨奥运后都市旅游特别是首都文化旅游的持续发展道路。通过开展社会经济信息分析及体现在以文化功能、文化传播与交流为特征的旅游文化空间变化研究,探索经济型旅游业向文化型旅游业的转化模式及区域旅游文化管理与旅游经营开发的良性互动运行机制,在一定区域初步实现城市旅游规划与文化生态平衡的'旅游优化环境'目标,为规范旅游市场,实现可持续旅游进行前瞻性的理论探索和技术保护。这将成为提升未来旅游业国际竞争力的关键所在。

06

孙鹏义

冬奥会与城市旅游的互动关系

旅游学刊

2020,35(4):5-7

节事活动所吸引的人流、资金流、物流、信息流对于主办城市的经济、社会、文化和旅游发展都具有显著影响。节事活动产生的诸多经济社会效益之中,对城市旅游的影响可谓最为直接与深刻。2015年北京获得2022冬季奥运会（简称“冬奥会”）举办权，这是继2008年夏季奥运会之后北京再次举办奥运会。冬奥会前后，与冬季相关的旅游、休闲、体育产业将迎来较快发展；同时，北京与张家口联合主办的形式也将进一步推动京津冀一体化战略的实施，并对相关城市的发展带来极大的促进作用。与其他重大赛事活动一样，尤其是夏季奥运会。这样的世界级赛事，冬奥会具备天然的营销特质，主办城市自获得举办权之日便成为举世瞩目的焦点。冬奥会对主办城市的影响是多维的，不仅可有效提升主办城市的整体形象，而且将为城市留下丰富的奥运遗产。正如国际奥委会所言，“一旦成为奥运城市，永远都是奥运城市”。