Spreading Tourists around Host Countries of Mega Sport Events: a Strategy to Overcome Over-tourism in Host Cities.

Abstract

Purpose – The study aims to recommend initiatives that can be adopted to overcome overtourism in host destinations of mega sport events. Design/methodology/approach – The study adopt qualitative research design that involved 20 semi-structured interviews with key informant stakeholders of the London 2012 Olympic Games. An exploratory case study approach was used to investigate strategies used to leverage tourism benefits in host destinations, and we used thematic analysis to present strategies to overcome over-tourism in host cities. Findings – This study emphasises the need for spreading tourists beyond the host city as a main strategy. To do so, three main initiatives were recommended: (1) Spreading domestic tourism outside the host city, (2) Showcasing destination beyond the host city and (3) Promoting regional collaboration. Research implications – This research provides tourism practitioners and DMOs in host destinations of mega sport events with an advanced strategic insights to capitalise on mega sport events. We suggest considering the events as a “theme” through event planning process in order overcome potential over-tourism in unique host cities. Originality/value – As over-tourism is mainly researched form impacts points of view on visited destinations, this study argue that over-tourism can be generated by mega sport events. The paper offers an extended insight into overcoming over-tourism by implementing strategic event tourism leveraging initiatives that can be extended in use to reach geographic areas beyond host cities of mega sport events.