How do event organizers and stakeholders collaborate to achieve the event’s strategic objectives? Leveraging the Tour de Okinawa

Abstract

This study aimed to identify the strategic objectives of the Tour de Okinawa, classified as a non-mega sporting event, and investigate the means by which the event organizer and stakeholders seek to leverage the event. Semi-structured interviews were conducted with 10 individuals, including representatives of the event organizer and five stakeholder organizations, who are involved in leveraging the Tour de Okinawa. Study findings were categorized according to the strategic objectives of “promotion of the event and the city” and “development and promotion of cycling in the city” identified by the event organizer. To achieve these strategic objectives, “media,” “social exchange/interaction,” “environmental considerations,” and “medical system” were used by the event organizer and stakeholders to achieve the “promotion of the event and the city.” Moreover, they identified “bicycle environment,” “course environment,” and “related events” to achieve the “development and promotion of cycling in the city.” This study extended the existing literature by examining stakeholder collaboration in the context of event leverage. In addition, new findings that differed from previous studies included environmental considerations, medical systems, and bicycle environment as effective means of achieving strategic objectives.