How Will The Olympic Games 2012 Benefit London’s Image As A Major Tourist Destination?

Olympic Games 2012 – The coveted bid for hosting the Olympic Games 2012 was awarded to London. As big investments poured into winning the bid, the hard part comes as the whole of London led by its Prime Minister begins mega preparations for the mega event. To understand the many concepts underlying destination branding, this study was geared towards knowing how the Olympics 2012 will benefit London to become a sustained major tourist destination in the world. Learning’s from past Olympic and sports committees and researches were gathered. Destination branding concepts were taken from these studies and analysed how it will affect London or help London in its preparations for the Olympics.

The dissertation concluded that London will benefit from the Olympics as it tries to maintain its status as a major tourist destination. There will be obstacles in terms of security and much work is needed such as preparations not only to London but preparation that the whole country must undertake. Global destination branding will reap its long-term rewards if London can maximize the Olympic Games as a successful marketing vehicle for the city.

  • 13,000 words – 55 pages in length
  • Excellent use of literature
  • Well written throughout
  • Ideal for business and tourism students

1 Introduction
Aims and Objectives
Case study
Limitations and Approaches
Limitations and Approaches

2 Literature Review
Destination Branding
Marketing a Destination Brand
Olympics as a marketing vehicle
London as a destination brand

3 Methodology
Introduction to methods/combination of methods
Deductive theory
Methods available and chosen methods

4 Results and Analysis
Results of questionnaire
Analysis of data
Case study of Sydney 2000 Olympics

5 Findings and Discussion
Impact on destination image
Market segment attraction
Media participation
Local Government Units involved in promotion for 2012
Sports Agencies Olympics promotions
Tourist agencies Olympics promotions
Countrywide promotion plan for 2012 Olympics

6 Conclusion and Recommendations
Reflection on research


(TALC) model
Map of Olympic Village
Sample Questionnaire
London Tourism Action Plan


Olympic Games 2012 Business Tourism Dissertation
Olympic Games 2012 Business Tourism Dissertation

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