Strategic alliances in sport tourism: National sport organisations and sport tour operators |
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| Institution: | 1. North Carolina State University, Department of Parks, Recreation, and Tourism Management, Box 8004, Biltmore Hall, Raleigh, NC 27606, United States;3. Bangkok University International, Bangkok University, Rama IV Road, Kluay Nam Thai, Bangkok 10110, Thailand;1. Democritus University of Thrace, Greece;2. Aristotle University of Thessaloniki, Greece;1. UTS Business School, University of Technology, Sydney, 1-15 Broadway, Broadway, NSW 2007, Australia;2. Surf Life Saving Australia, Locked Bag 1010, Rosebery, NSW 2018, Australia;1. School of Management, University of South Australia, City West Campus, Adelaide, South Australia 5000, Australia;2. University of Westminster, 35 Marylebone Road, London NW1 5LS, England;3. School of Business, Lebanese American University, PO Box 36, Byblos, Lebanon;1. Department of Sport Management, Wichita State University, 1845 Fairmount Street Box 127, KS 67260-0127, USA;2. Department of Physical Education, Mokpo National University, 1666 Youngsan-ro, Cheonggye-myeon, Muan-gun, Jeonnam, 534-729, Republic of Korea;3. Department of Health and Kinesiology, Texas A & M University, 4243 TAMU, College Station, TX 77843-4226, USA;4. Department of Physical Education, Winthrop University, 216F West Center, Rock Hill, SC 29733, USA |
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| Abstract: | This qualitative case study provides a sport-oriented perspective of sport tourism. It examines a strategic alliance between an Australian national sport organisation (NSO), the Australian Rugby Union (ARU), and a sport tour operator (STO), FanFirm. The study contributes insights into how NSOs can facilitate and develop sport tourism for major events through alliances with STOs. Findings indicate that by collaborating with the STO, the ARU accrued a range of intangible and financial benefits, which in turn provided an impetus for ongoing maintenance of the strategic alliance. In addition, the alliance was perceived to deliver advantages beyond the NSO–STO nexus, with rugby fans and host governments of rugby events also benefiting. The study demonstrates that sport organisations can play a role in maximising the tourism outcomes of major events and also suggests that smaller-scale, ‘bottom-up’ cross-sector alliances can contribute to maximising tourism outcomes of major sport events. |
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| Keywords: | Sport tourism Strategic alliances Sport events |
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