Sport as a strategy to diversify the touristic offer : With a focus on sports events in Germany

Abstract

[eng] In recent years the market segment of tourism but also of sport have grown a lot. Besides the traditional tourism many other types of tourism have appeared like sports tourism. But what impact does sports have on tourism, how are sports and tourism linked or interdependent? What are the advantages of integrating sports into the sports tourism strategy of a destination? Does sports tourism offer the opportunity to diversify from the traditional tourism sector? This thesis will give answers to these and other questions by analyzing especially the situation in Germany with its sports city Riesa. It will demonstrate the risks and opportunities as well as the positive and negative effects of sports tourism in a destination and show how a destination can include it into its marketing strategy. In particular it will explain the economic effects of sports tourism and how it can be used as a diversification strategy. Sports tourism including sports events have a huge impact on the economic power of a destination whether it is a small city or even an entire country. It does not only generate profit and create jobs for proud citizens but also attracts a new segment of tourists.