Abstract
ABSTRACT This paper develops a framework for identifying and fostering social impact for ‘supplemental’ (cultural, sporting and other) events which run in tandem with major sporting events. The framework links the aims of supplemental events with a classification of event activities in terms of achieved social impact and potential social benefits. Data supporting the study were collected from over 150 interviews conducted with tourists and local attendees at two supplemental events (Fan Zone and Trophy Tour) held in Australia as part of the 2015 International Cricket Council Cricket World Cup. Short-term social impacts emerging from the findings included a shared sense of community resulting from the atmosphere and ambience of the events. Potential longer-term social benefits, such as healthier lifestyles, were also identified by both tourists and locals. The framework enhances the current understanding of strategies for fostering social impact and potential social benefits by providing an analytic tool to examine supplemental events and their effects on tourists and locals.
Highlights
Major sporting events can provide short-term social benefits, which can be leveraged into more durable social benefits that justify the large investments made in hosting them (Chalip 2004, 2006; O’Brien & Chalip, 2007)
Results and Discussion the results relating to the Trophy Tour and the Melbourne Cricket Ground (MCG) Fan Zone are discussed
International Cricket Council (ICC) Cricket World Cup Trophy Tour In July 2014, the CWC2015 trophy began a tour of the participating nations, arriving in Australia and New Zealand in November 2014 and visiting numerous places, including various locations in Victoria
Summary
Major sporting events can provide short-term social benefits (impacts), which can be leveraged into more durable social benefits that justify the large investments made in hosting them (Chalip 2004, 2006; O’Brien & Chalip, 2007). The experience of liminality and communitas are often desired objectives for attendees and a means of leveraging potential social benefits (Chalip, 2006). Addressing calls for greater research on strategies and processes for successful event leveraging (Chalip, 2006; Ziakis, 2015), the framework extends Chalip’s (2006) strategies for liminality creation at events. These are linked with Lauss and Szigetvari’s (2010) classification of event activities and Smith’s (2014) categorisation of social leverage objectives to identify social impact and potential social benefits for tourists and locals attending supplemental sporting events. The contribution of the research to theory and practice is discussed
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