Changing The Image Of Limerick Through Sport Author: Jillian Robinson Co-Author: Dr. Catriona Murphy Co-Author: Dr. Noelle O Connor

Structure of todays presentation Literature Review Research Question Aims &Objectives Research Methodology Research Findings Conclusion Recommendations

Literature Review Smith (2005, p. 221) states that the image ability of sport initiatives may allow them to penetrate destination image. Sport Reimaging: The Case of Birmingham, Manchester and Sheffield. Visitor perceptions of a country which has hosted a sporting event: The Case of Germany and the 2006 FIFA World Cup. Breitberth & Florek (2007) Host community perceptions of a country which has hosted a sporting event: The Case of the Gold Coast Grand Prix 1998, Grand Prix 2000 and the Gold Coast Indy Ritchie & Adair D(2004) Economic Impact study by Munster Rugby. Simpson Xavier (2009) 2010 Special Olympics Ireland-Games: Economic and Event Impact Assessment by Shannon Development (2010) Limeri Limerick Greyhound Track Track Limeric Limerick Horse Racing Track

Changing The Image Of Limerick Through Sport

. To discover if sport can play a role in influencing the image of Limerick as a tourist destination

Objectives To investigate if key stakeholders within the tourism sector use sport as an image to attract tourists to Limerick. To discover if people associate sport as a tool which can be used to influence the image of Limerick as a tourist destination. To explore the perception of Limerick sporting organisations on whether sport can influence the image of Limerick as a tourist destination.

Research Methodology Secondary Research

Research Methodology Primary Methods 2 semi structured interviews 50 questionnaires to Limerick residents 50 questionnaires to tourists visiting Limerick

Have you seen any of the following being used to promote Limerick

What would you say are the 3 best things about Limerick City as a tourist destination?

What are the 3 main positive benefits of sports tourism in Limerick?

What sporting events which took or take place show Limerick in a positive light?

Are you aware of any initiatives being employed to promote sports tourism?

Emerging issues from the interviews Both key informants believed that Limericks European City of Sport 2011 title could be used to promote Limerick Both informants agreed that Limerick could use this title to re image the city and attract more tourists. One key informant mentioned how sport has had a positive impact on the media which highlights the city.

Discussion The first objective is to investigate if key stakeholders within the tourism sector use sport as an image to attract tourists to Limerick. The second objective is to discover if people associate sport as a tool which can be used to influence the image of Limerick as a tourist destination. The third objective is to explore the perception of Limerick sporting organisations on whether sport can influence the image of Limerick with regard to tourism.

Conclusion Overall it is found that sport has had an influence on the image of Limerick City as a tourist destination. There is evidence that key stakeholders within the tourism sector use sport to promote the city, this promotion is seen in a positive light by residents, sporting organisations and visitors alike. From a local residential point of view hosting sporting events evokes civic pride and community involvement. Findings have proven that there is a general awareness of sport among tourists to the region, they have seen sporting images being used to promote the city.

Recommendations More research needs to be compiled into the benefits of sports tourism and its effect on the image of Limerick City It is imperative that sport associations work together with tourism agencies to help to market Limericks sporting brand effectively and to maximise the citys exposure in a positive light and in turn further change the citys image Tourism agencies could further utilise the Limerick sporting brand as a platform for promotion through a collective marketing initiative encompassing all sporting disciplines.

Overview of the presentation Literature Review Research Question Aims &Objectives Research Methodology Research Findings Conclusion Recommendations

Thank You For Your Attention

References BDO Simpson, Xavier (2009) The Economic Impact of a Heineken Qualifier.[Online] Available from: 4th January 2011] Breithberth, T and Florek, M. (2007) Mega Sports Events & Host Country Image: The Case of the 2006 FIFA World Cup. Google Docs. [Online] Available from: [Accessed 3rd November] Mc Guirk, P.M. and Rowe, D. (2001). Defining Moments and Refining Myths in the Making of Place Identity: The Newcastle knights and the Australian Rugby League Final. Australian Geographical Studies, 31, (1) pp Ritchie, B. and Adair, A.(2004) Sport tourism: Interrelationships, Impacts and Issues. Google Books [Online] Available from: q=ritchie+and+adair+2004&source=bl&ots=vEcCkEZWjy&sig=PXw1g1IwW1pt AYMyYJhyLprjxzg&hl=en&ei=V57RTOC5B4_KjAfUtISfDA&sa=X&oi=book_result &ct=result&resnum=1&ved=0CBQQ6AEwAA#v=onepage&q=ritchie%20and %20adair%202004&f=false [Accessed 4th November] q=ritchie+and+adair+2004&source=bl&ots=vEcCkEZWjy&sig=PXw1g1IwW1pt AYMyYJhyLprjxzg&hl=en&ei=V57RTOC5B4_KjAfUtISfDA&sa=X&oi=book_result &ct=result&resnum=1&ved=0CBQQ6AEwAA#v=onepage&q=ritchie%20and %20adair%202004&f=false

Shannon Development.(2010) 2010 Special Olympics Games Ireland- Limerick :Economic and Event Impact Assessment.[Online] Available from: 2nd January 2011] Smith, A. (2005) Reimaging the City: The Value of Sport Initiatives. Annals Of Tourism Research, 32, (1) pp [Online] Available from: 4FJT8NW-F- 3&_cdi=5855&_user=885412&_pii=S &_origin=search&_cove rDate=01%2F01%2F2005&_sk= &view=c&wchp=dGLbVlWzSkzS&md5 =9a2305ea651497f56a821736efa3d4af&ie=/sdarticle.pdf [Accessed 2nd November 2010] 4FJT8NW-F- 3&_cdi=5855&_user=885412&_pii=S &_origin=search&_cove rDate=01%2F01%2F2005&_sk= &view=c&wchp=dGLbVlWzSkzS&md5 =9a2305ea651497f56a821736efa3d4af&ie=/sdarticle.pdf