Сучасний олімпійський туризм: основні тенденції

Abstract

Вілзначено, що олімпійські ігри, як найбільша та найпрестижніша мегаспортивна подія у світі, сприймаються як каталізатор у розвитку туризму. Розглянуто їхню здатністю створювати високу популярність для приймаючих міст і залучати туристів ще довго після проведення Ігор. Звернута увага на оновлення інфраструктури туристичного сектору приймаючих міст, покращення туристичні послуг, запуск нових туристичниз продуктів та застосовання маркетингових стратегій.

The Olympic Games nowadays are still the most prestigious sporting event in the world, which contributes to the growth of tourism in the region where it is being held: the infrastructure gets updated, providing high-quality services is increasing, the economy is actively developing, new investors are entering the market, which raises the position of the host city on the global tourist map. The states lobby for having the opportunity to host the Games. Professor Mike Weed offers the definition of Olympic tourism as behaviour motivated or generated by Olympic-related activities, yet it usually includes some form of non-sport-related tourism generated before, during, and after the Olympics. There is a scarce number of works by Ukrainian scientists devoted to the analysis of Olympic tourism in the world. Therefore, we consider our study as an attempt to present the main trends in the development of this domain, which are proposed by leading foreign scientists in their most relevant publications. In our study, we have used the following research methods: historical, comparative, descriptive, as well as systematization and generalization of the obtained results. The International Olympic Committee’s announcement that the city is to host the Olympic Games should be a boost for the country’s tourism industry. Being able to take a tour of the Olympic sites, watch or participate in a sporting event can be an important part of the decision-making process for potential tourists. The nature of the Olympics as a rare event also means that some may choose to watch it because of its cultural significance and the fact that attending a competition of this level is likely to be a once-in-a-lifetime experience for many. As a result, the Olympics will obviously attract more one-time viewers than any other sporting event. The large number of athletes who compete, the audience that comes to watch the Games, and live broadcasts significantly increase the popularity of the region. Organizers pay a lot of attention to security as mega-sporting events remain potential targets for terrorist attacks. Formation of legacy is also important in the context of holding such competitions. The legacy of sporting events is defined as planned and unplanned, positive and negative, intangible and tangible structures created during and left after the sporting event. The Olympics as a mega-event invite a host city’s, and even a nation’s, people to take on new identities as citizens of the world. At the beginning of the 21st century sustainable development has become the topical theme to justify the organization of the Games, which must now promise economic and social progress for the local population while limiting possible environmental damage. However, the Olympic Games do not always lead to increased tourism. Negative aspects refer, for example, to investments that have benefited only in the short term, or even their lack or absence. The debate over economic and urban efficiency remains open, and some refer to the “Cinderella complex” as a reminder that a city doesn’t always retain the benefits of its splendour after the party is over. The trend in Olympic development, however, is to focus on long-term goals, and certain projects proposed during bids are implemented even if a city is not selected. The Olympics have reached a tipping point where the majority of potential host nations and cities in the industrialized, democratic West have come to the realization that hosting is more likely to drain rather than to enhance financial resources. Also, according to some scientists, the development of the Olympics has slowed down or regressed these days. Prospects for further research consist in the analysis of tourist, economic and security factors concerning Ukraine as a likely organizer of mega-sporting events in the future.