Sports Events in the Function of Sports Tourism Development and Destination Branding
Sports Events in the Function of Sports Tourism Development and Destination Branding

Author(s): Dejan R. Dašić, Ana Gavrilović
Subject(s): Sports Studies, Tourism
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: Sport events; Sports tourism; Image; Destination branding; Sport event visitors
Summary/Abstract: As has been stated extensively elsewhere, places have long used marketing as a planning and management tool, so it should come as no surprise that they would start to embrace the concept of place branding more and more. Undoubtedly appealing is the notion of discovering or creating something special that would set a location apart from others. Places plan and support transient events too, at the very least, increase awareness of their presence as well as create unique brand associations. These connections have to do with the event's organization and substance. It is demonstrating its ability to host the activity while also associating with it. Marathons are examples of athletic tourism. These occasions have been utilized by several locations to increase visitor demand during the past few decades. When we talk about sports events in Serbia, there is a noticeable increase in the organization of marathons, half-marathons and pleasure races, which very effectively brands the destinations where these sports events are held.

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