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An Exploratory Study of Stakeholders' Perspectives of a Mega Event in Barbados - the Golf World Cup 2006

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An Exploratory Study of Stakeholders' Perspectives of a Mega Event in Barbados - the Golf World Cup 2006 AN EXPLORATORY STUDY OF STAKEHOLDERS' PERSPECTIVES OF A MEGA EVENT IN BARBADOS - THE GOLF WORLD CUP 2006 A thesis submitted for the degree ofDoctor ofPhilosophy By WENDY SEALY Faculty of Enterprise and Innovation Buckinghamshire New University Brunel University April 2009 The copy"'o~,Atbi~~s'i§*,fut§'been 'supplied on condition that anyone who consults it is understo~d;to~'f~<llg:fiisethat'its copyright rests with its author under the terms of the United Kingd~)l1t*'CopY$ight'Acts.No quotation from this thesis and no information derived'tfomjtll.)aY;be ,publis'hed without proper acknowledgement. I ABSTRACT Although much has been written on the benefits of hosting 'mega events' including the Olympic Games and the Football World Cup, smaller but still significant sport events of global significance such as the Golf World Cup have received hardly any attention by researchers. This dearth in knowledge has inspired the direction ofthis study, that is, to explore the stakeholder perspective of the Golf World Cup which was hosted in Barbados in 2006. This event was part of a national development strategy aimed at diversifying the tourism product in the light of the increasing competitiveness of the tourism industry. Consequently the research methodology adopted for this study was eclectic in nature as it sought to obtain a holistic understanding ofthe issues associated with hosting mega events on a small island microstate. An approach to data collection and analysis was therefore utilised including semi-structured interviews, participant observation and the examination of documents and promotional materials in order to understand the expectations and perceptions that specific stakeholder groups (including local tourism officials, international tourists and local residents) have ofthe Golf World Cup. The 85 participants in this study highlighted a diversity of views. From the tourism authorities' perspective, the reasons for staging the Golf World Cup were rather cliched. These included using the GolfWorld Cup as a tool to promote the island as an upmarket golfing destination. The authorities also expected that the Golf World Cup would stimulate tourism demand during a traditionally slow period and provide the island with much needed publicity in overseas tourism markets. However, the fieldwork revealed that the event was unsuccessful due to the poor attendance by both international tourists and local residents. From an international perspective many participants felt that the event was poorly attended due to a lack of awareness in overseas markets and the 'lack of atmosphere' and auxiliary attractions at the golf course. From the local perspective many participants felt that the event lacked appeal and cultural relevance to the host society. Locally, a significant finding is that the event projected an image of catering to an elitist clientele. This image created the perception among local residents that the event was socially exclusive and only served to perpetuate social divisions in society rather than to ameliorate them. Furthermore, many felt that the failure of the event authorities to solicit local participation was because local residents were not part of the decision-making process. This finding further augments the argument that events cannot be successful without local support and participation. The findings in this study can make a worthwhile contribution to the marketing, management and design of future events and the direction of policy formulation for sport events on the island of Barbados. It has illuminated many issues that direct the perceptions, expectations and subsequent purchase behaviour of international tourists and local visitors regarding a mega event on the island of Barbados. II LIST OF CONTENTS ABSTRACT 11 LIST OF CONTENTS III LIST OF APPENDICES Vll LIST OF ILLUSTRATIONS VIII ACKNOWLEDGEMENTS IX AUTHORS DECLARATION X 1 -CHAPTER ONE: .. 1 INTRODUCTION, OBJECTWESAND RATIONALE OF STUDy 1 1.1 INTRODUCTION AND AIMS 1 1.1.1 Aims and Objectives 3 1.2 BACKGROUND TO MEGA EVENTS 5 1.3 LOCATING THIS STUDy 7 1.4 RATIONALE FOR THIS STUDY 10 1.5 ORGANISATION OF THE THESIS 12 2 -CHAPTER TWO 15 METHODOLOGICAL CONSIDERATIONS 15 2.1 INTRODUCTION 15 2.2 RESEARCH AND THE PARADIGM DEBATE 15 2.2.1 The Positivist Paradigm 16 2.2.1.1 Advantages and Limitations ofQuantitative Methods 17 2.3 THE INTERPRETIVE APPROACH 21 2.3.1 Limitations ofthe Qualitative Approach 22 2.4 RESEARCH STRATEGIES ADOPTED 24 2.4.1 The Case Study 24 2.4.1.1 Advantages ofCase Studies 25 2.4.1.2 Limitations ofCase Studies 26 2.5 DATA COLLECTION STRATEGIES EMPLOYED 27 2.5.1 Participant Observation 28 2.5.1.1 Limitations ofParticipant Observation 30 2.5.2 Conducting Interviews 32 2.5.2.1 Disadvantages of Semi-Structured Interviews 33 2.6 OTHER DATA COLLECTION STRATEGIES 35 2.7 PREPARING THE INTERVIEW SCHEDULE 35 2.7.1 Testing the Interview Guide 35 2.8 ETHICAL ISSUES 37 2.9 CARRYING OUT THE FIELDWORK 37 2.9.1 From Observation to Semi-Structured Interviews 38 2.9.2 Recording the Data 41 2.10 SELECTION OF INFORMANTS 43 2.10.1.1 Trustworthiness in Qualitative Tourism Research 45 III 2.11 REFLEXIVITY AND RESEARCHER DECLARATION 47 2.11.1 Objectivity versus Subjectivity 49 2.12 DATA ANALYSIS 52 2.13 CONCLUSION 56 3 -CHAPTER THRE-E 58 THEORETICAL PERSPECTWES ONMEGA EVENTS 58 3.1 INTRODUCTION 58 3.2 THE EVENTS INDUSTRY 59 3.3 THE NATURE OF MEGA EVENTS 64 3.4 THEORETICAL PERSPECTIVES ON MEGA SPORT EVENTS 66 3.4.1 Economic and Tourism Perspectives ofMega Sport Events 68 3.4.2 The Legacy Perspective 73 3.4.3 Social and Cultural Perspectives ofMega Sport Events 75 3.4.4 The Socio-Political Perspective 78 3.4.5 Place Marketing, Media and Image Perspective 81 3.4.6 Mega Events as Image-Makers 85 3.5 MEGA EVENTS AS TOURIST ATTRACTIONS 94 3.5.1 Learning and Perception 100 3.5.2 The Role ofPersonality 102 3.5.3 The Role ofLifestyle 104 3.5.4 The Role ofCulture 106 3.5.5 Group Influences and Opinion Leadership 107 3.5.6 Awareness and Travel Decision-Making 109 3.6 CONCLUSION 111 4 -CHAPTER FOUR 114 BARBADOS' TOURISM AND THE GOLF WORLD CUP 2006 - THE ISLAND CONTEXT 114 4.1 INTRODUCTION 114 4.2 BARBADOS' TOURISM - THE HISTORICAL CONTEXT 115 4.3 THE IMPORTANCE OF TOURISM AND CHALLENGES FACING BARBADOS 120 4.4 EVOLUTION OF TOURISM MARKETS IN BARBADOS 124 4.5 EVENT TOURISM IN BARBADOS 129 4.5.1 The Development of Sport Event Tourism 131 4.6 GOLF TOURISM AND THE GOLF WORLD CUP 134 4.6.1 Benefits ofGolfTourism 135 4.6.1.1 The GolfWorld Cup 136 4.7 THE SANDY LANE RESORT AND COUNTRY CLUB 137 4.8 GOLF EVENTS AND UPMARKET TOURISM 139 4.9 CONCLUSION 141 5 -CHAPTER FIVE 142 THE BARBADOS TOURISM SETTING AND THE AUTHORITIES' PERSPECTWE 142 5.1 INTRODUCTION 142 IV 5.2 BARBADOS AND THE TOURISM PRODUCT 142 5.3 BARBADOS' EVENT STRATEGY 147 5.3.1 National Strategic Plan ofBarbados and the Barbados Legacy 151 5.4 THE LOGIC BEHIND THE STAGING OF THE GOLF WORLD CUP 157 5.5 CONCLUSION 162 6 -CHAPTER SIX 163 THE GOLF WORLD CUP - THE INTERNATIONAL PERSPECTIVE 163 6.1 INTRODUCTION 163 6.2 RESPONDENT PROFILE 163 6.3 THE ROLE OF THE MEDIA IN INFLUENCING TRAVEL. 164 6.3.1 AWARENESS OF THE GOLF WORLD CUP, MARKETING AND COMMUNICATIONS STRATEGIES 169 6.4 MOTIVES AND BENEFITS SOUGHT 179 6.4.1 Favourable experiential dimensions 183 6.4.2 Unfavourable Experiential Dimensions 184 6.5 THE CASE FOR EVENT TOURISM IN BARBADOS - THE INTERNATIONAL PERSPECTIVE 196 6.6 CONCLUSION 198 7 - CHAPTER SEVEN 200 THE GOLF WORLD CUP - THE LOCAL PERSPECTIVE 200 7.1 INTRODUCTION 200 7.2 THE ROLE OF PERCEPTION - THE IMAGE OF SANDY LANE AND GOLF 200 7.2.1 The role ofself-perception 215 7.3 THE ABSENCE OF SPORT ICONS 216 7.4 LOCAL INVOLVEMENT 222 7.5 LACK OF LOCAL FLAVOUR 228 7.6 THE NEED FOR EDUCATION 231 7.7 PERCEIVED COMMUNITY BENEFITS 233 7.8 A CASE FOR EVENT TOURISM IN BARBADOS - THE LOCAL PERSPECTIVE 237 7.9 CONCLUSION 238 8 - CHAPTER EIGHT 240 CONCLUSIONS AND RECOMMENDATIONS 240 8.1 AN OVERVIEW OF THE STUDY 240 8.1.1 CONCLUSIONS AND RECOMMENDATIONS 243 8.1.2 - THE AUTHORITIES' PERSPECTIVE 244 8.2 CONCLUSIONS AND RECOMMENDATIONS - THE INTERNATIONAL PERSPECTIVE 247 8.2.1 Marketing and Promoting Golf Events in Barbados 249 8.2.2 Motivational Factors from an International Perspective 251 8.3 CONCLUSIONS AND RECOMMENDATIONS - THE LOCAL PERSPECTIVE 253 8.4 OTHER RECOMMENDATIONS - EDUCATION 256 V 8.5 RECOMMENDATIONS FOR RESEARCH 257 8.6 CRITICAL REFLECTIONS AND LIMITATIONS 258 8.7 CONTRIBUTION TO KNOWLEDGE 259 REFERENCES 262 VI LIST OF APPENDICES Appendix 1 Interview Guide for Personal Interviews 314 Appendix 2 Permission to Conduct Research 317 Appendix 3 Tables of Semi-Structured Interviews Conducted 319 Appendix 4 Selected Extract from the Field Diary ofObservationslInterviews . 322 Appendix 5 Notice to Spectators Attending the GolfWorld Cup 325 Appendix 6 Selected Extract from Field Diary of Semi-Structured Interviews .. 326 Appendix 7 Selective Conceptual Diagrams ofCore-Categories, Subcategories and Dimensions '" 328 Appendix 8 Images ofBarbados 329 Appendix 9 The Barbados Legacy 330 Appendix 10 Highway Billboard Advertising the Golf World Cup 331 Appendix 11 Brochure Advertising for the Golf World Cup 332 Appendix 12 Barbados Tourism Authority World Cup Brochure 333 Appendix 13 Come for the Cricket - Stay for the Party 334 Appendix 14 Bridgetown Alive, Tourism Week Celebrations 335 Appendix 15 Sandy Lane Hotel 336 Appendix 16 Barbados Golf and Country Club Brochure 339 Appendix 17 Local Advertisement for GolfWorld Cup 340 VII LIST OF ILLUSTRATIONS Figure 1 Summary ofnegative and positive theoretical perspectives in literature..112 Figure 2 Map ofCaribbean region 115 Figure 3 A representation ofstakeholder's perspectives ofthe Golf World Cup, 2006 244 VIII ACKNOWLEDGEMENTS The completion of this thesis would not have been possible without the help, support and assistance of many people and organisations.
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