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Rugby, Traditions and Destination Image

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Rugby, Traditions and Destination Image RUGBY, TRADITIONS AND DESTINATION IMAGE An empirical analysis of the influence that the inclusion of the sporting heritage of a destination into its tourism strategy can have to attract tourists to a specific sport event Author: Lucas Fernández Estévez Supervisor: William C. Gartner Faculty of Humanities, University of Southern Denmark Faculty of Economics, University of Ljubljana Faculty of Tourism, University of Girona University of Ljubljana, 31st July 2014 AUTHORSHIP STATEMENT The undersigned _____________________, a student at the University of Ljubljana, Faculty of Economics, (hereafter: FELU), declare that I am the author of the bachelor thesis / master’s thesis / doctoral dissertation entitled _________________________________________________________________, written under supervision of _______________________________________________ and co-supervision of _________________________________________. In accordance with the Copyright and Related Rights Act (Official Gazette of the Republic of Slovenia, Nr. 21/1995 with changes and amendments) I allow the text of my bachelor thesis / master’s thesis / doctoral dissertation to be published on the FELU website. I further declare the text of my bachelor thesis / master’s thesis / doctoral dissertation to be based on the results of my own research; the text of my bachelor thesis / master’s thesis / doctoral dissertation to be language-edited and technically in adherence with the FELU’s Technical Guidelines for Written Works which means that I o cited and / or quoted works and opinions of other authors in my bachelor thesis / master’s thesis / doctoral dissertation in accordance with the FELU’s Technical Guidelines for Written Works and o obtained (and referred to in my bachelor thesis / master’s thesis / doctoral dissertation) all the necessary permits to use the works of other authors which are entirely (in written or graphical form) used in my text; to be aware of the fact that plagiarism (in written or graphical form) is a criminal offence and can be prosecuted in accordance with the Criminal Code (Official Gazette of the Republic of Slovenia, Nr. 55/2008 with changes and amendments); to be aware of the consequences a proven plagiarism charge based on the submitted bachelor thesis / master’s thesis / doctoral dissertation could have for my status at the FELU in accordance with the relevant FELU Rules on Bachelor Thesis / Master’s Thesis / Doctoral Dissertation. Ljubljana, _______________________ Author’s signature: ________________________ (Month in words / Day / Year, e.g. June 1st, 2014) Table of Contents List of Figures ..................................................................................................................... List of Tables ...................................................................................................................... 1.0 Introduction ........................................................................................................... 1 2.0 Literature Review .................................................................................................. 3 3.0 Propositions (hypotheses) .................................................................................... 18 4.0 The Case; Rugby, England and the Rugby World Cup 2015 .............................. 19 5.0 Methodology ........................................................................................................ 22 6.0 Analysis and discussion ....................................................................................... 30 6.1 Description of the Web-based survey ................................................................... 30 6.2 Hypotheses testing ................................................................................................ 51 6.3 Discussion ............................................................................................................. 59 7.0 Conclusion ........................................................................................................... 66 8.0 List of References ................................................................................................ 71 9.0 Appendix ............................................................................................................. 75 9.1 Questionnaire ........................................................................................................ 75 9.2 Results ................................................................................................................... 78 List of Figures FIGURE 1: DESTINATION IMAGE COMPONENTS ACCORDING TO ECHTNER AND RITCHIE ........................... 5 FIGURE 2: NATIONAL IDENTITY CONTINUUM FOR A DIFFERENT NATIONALITY THAN THE ONE ON YOUR PASSPORT .......................................................................................................................................... 15 FIGURE 3: NATIONALITY OF THE RESPONDENTS ........................................................................................ 33 FIGURE 4: COUNTRY OF RESIDENCE OF THE RESPONDENTS ...................................................................... 34 FIGURE 5: SKEWEDNESS OF THE DISTRIBUTION ......................................................................................... 35 FIGURE 6: FREQUENCY OF THE DISTRIBUTION ........................................................................................... 36 FIGURE 7: ACCUMULATIVE PERCENTAGE OF THE DISTRIBUTION .............................................................. 36 FIGURE 8: MEAN MEDIAN AND MODE OF THE “VIDEO VARIABLES” ........................................................ 37 FIGURE 9: FREQUENCY OF THE DISTRIBUTION ........................................................................................... 38 FIGURE 10: FREQUENCY OF THE DISTRIBUTION ......................................................................................... 40 FIGURE 11: FREQUENCY OF THE DISTRIBUTION ......................................................................................... 41 FIGURE 12: SKEWEDNESS OF THE DISTRIBUTION....................................................................................... 42 FIGURE 13: ACCUMULATIVE FREQUENCY OF THE DISTRIBUTION .............................................................. 43 FIGURE 14: MEAN MEDIAN AND MODE OF THE "ENGLAND DESTINATION" VARIABLES ........................... 44 FIGURE 15: FREQUENCY OF THE DISTRIBUTION ......................................................................................... 45 FIGURE 16: FREQUENCY OF THE DISTRIBUTION ......................................................................................... 46 FIGURE 17: MEAN MEDIAN AND MODE OF THE "CORE VALUES" VARIABLES ........................................... 47 FIGURE 18: PERCENTAGE OF RESPONDENTS WHO ARE AWARE OF THE WEBB ELLIS STORY .................... 48 List of Tables TABLE 1: NORMALITY TESTS ....................................................................................................................... 51 TABLE 2: STATISTICAL PROOF OF THE RELATIONSHIP BETWEEN THE VARIABLES "HOUR OF PARTICIPANT" AND "WILLINGNESS TO GO" BY THE MANN-WHITNEY TEST ............................................................. 52 TABLE 3: STATISTICAL PROOF OF THE RELATIONSHIP BETWEEN THE VARIABLES "HOUR OF PARTICIPANT" AND "WILLINGNESS TO GO" BY THE KOLMOGOROV-SMIRNOV TEST ............................................... 52 TABLE 4: DESCRIPTIVE STATISTICS OF THE STUDIED VARIABLES ................................................................ 54 TABLE 5: STATISTICAL PROOF OF THE RELATIONSHIP BETWEEN THE VARIABLES "CORE VALUE TEAMWORK" AND "WILLINGNESS TO GO" BY THE MANN-WHITNEY TEST ....................................... 54 TABLE 6: STATISTICAL PROOF OF THE RELATIONSHIP BETWEEN THE VARIABLES "CORE VALUE TEAMWORK" AND "WILLINGNESS TO GO" BY THE KOLMOGOROV-SMIRNOV TEST ......................... 55 TABLE 7: CORRELATION BETWEEN THE PAIRED SAMPLES ......................................................................... 56 TABLE 8: CORRELATION BETWEEN THE PAIRED SAMPLES ......................................................................... 58 TABLE 9: PAIRED SAMPLE T-TEST RESULTS ................................................................................................. 58 1.0 Introduction “My post-Sydney goals are to become a much better player and person”, Jonny Wilkinson’s quotation after having kicked the drop-goal which awarded the Rugby World Cup to the English team in 2003 in Australia. It was not only the first time England won a Rugby World Cup, but also the first Northern hemisphere country that succeeded in winning this competition since its first event in 1987. The quotation clearly shows the values related to rugby and how important they are for rugby players in their daily life. On the top of his career, Jonny Wilkinson, a star in his home country and in the rugby world, just wants to be better player and a better person. Sport event tourism is one of the largest sectors within the tourism industry, having a great social impact on the local communities, the economy and overall the tourism sector of a country (Jones, 2001). The research in this field has always been focused on these three impacts and how they affect the destination, missing other insights that could potentially affect these largely studied impacts. That is the reason why it is important to pose several questions about the management and the potential of these sport events for their destinations in order to
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