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STC'16 Sport Tourism Conference - Red, Green and Blue Strategies STC'16 Sport Tourism Conference - Red, green and blue strategies Edited by: Kristina Bučar Sanda Renko Zagreb, May 2017. STC'16 Sport Tourism Conference - Red, green and blue strategies EDITORS: Kristina Bučar, Ph.D Sanda Renko, Ph.D REVIEWERS: Snježana Boranić Živoder (Institute for Tourism; Zagreb; Croatia) Petra Barišić (Faculty of Economics and Business, University of Zagreb; Croatia) Sorina Cernaianu (University of Craiova; Romania) Danijela Ferjanić Hodak (Faculty of Economics and Business, University of Zagreb; Croatia) Zvjezdana Hendija (Faculty of Economics and Business, University of Zagreb; Croatia) Oliver Kesar (Faculty of Economics and Business, University of Zagreb; Croatia) Ingeborg Matečić (Faculty of Economics and Business, University of Zagreb; Croatia) Ricardo Melo (Politechnic Institute of Coimbra; Portugal) Derek Van Rheenen (University of California, Berkeley; USA) Sanela Škorić (Faculty of Kinesiology, University of Zagreb; Croatia) Claude Sobry (IRNIST, FSSEP, University of Lille 2; Ronchin; France) All full papers were peer reviewed by independent reviewer. PROOFREADING: The papers are printed on basis of manuscripts provided by the authors, who are responsible for the style and form of the English language. PUBLISHER: Ekonomski fakultet Zagreb Sveučilišta u Zagrebu; Trg J. F. Kennedya 6; Zagreb YEAR OF PUBLISHING: 2017. ISBN (e-Book of Proceedings): 978-953-346-009-3 ORGANIZERS University of Zagreb - Faculty of Economics and Business IRNIST - INTERNATIONAL REASEARCH NETWORK IN SPORT TOURISM ORGANISING COMMITTEE Bucar Kristina, Faculty of Economics and Business Zagreb, Croatia Sobry Claude, University of Lille, France Renko Sanda, Faculty of Economics and Business Zagreb, Croatia Bartolovic Sabina, Faculty of Economics and Business Zagreb, Croatia INTERNATIONAL SCIENTIFIC COMMITTEE Sobry Claude, University of Lille, France Bartoluci Mato, Faculty of Economics and Business Zagreb, Croatia Boranic Zivoder Snjezana, Institute for Tourism, Zagreb, Croatia Bouhaouala Malek, University of Grenoble, France Bucar Kristina, Faculty of Economics and Business Zagreb, Croatia Carnicelli Sandro, University of West Scotland, UK Cavlek Nevenka, Faculty of Economics and Business Zagreb, Croatia Cernaianu Sorina, University of Craiova, Romania Hendija Zvjezdana, Faculty of Economics and Business Zagreb, Croatia Kaach Mohammed, Moulay Rachid National Institute of Sports, Sale, Morocco Kesar Oliver, Faculty of Economics and Business Zagreb, Croatia Kiralova Alzbeta, University of Praha, Czech Republic Koustelios Athanasios, University of Thessaly, Greece Lorgnier Nicolas, Canisius College, USA Luque Gil Ana María, Faculty of Tourism, University of Málaga, Spain Melo Ricardo, Politechnic Institute of Coimbra, Portugal Mikulic Josip, Faculty of Economics and Business Zagreb, Croatia Pavicic Jurica, Faculty of Economics and Business Zagreb, Croatia Pavkovic Anita, Faculty of Economics and Business Zagreb, Croatia Pestek Almir, School of Economics and Business Sarajevo, Bosna and Hercegovina Prebezac Darko, Faculty of Economics and Business Zagreb, Croatia Renko Sanda, Faculty of Economics and Business Zagreb, Croatia Saunders John, Australian Catholic University, Australia Scol Jean, University of Lille, France Skoric Sanela, University of Zagreb, Croatia Van Rheenen Derek, University of California, Berkeley, USA Wyrzykowski Jerzy, University of Wroclaw, Poland Xijia Liu, Hebei Normal University, China Zager Lajos, Faculty of Economics and Business Zagreb, Croatia Under the Patronage of: Sponsorship: FOREWORD There is an increasing role of sport and tourism in the global economy related to economic and social contributions as well as its potential for growth. Therefore, it is crucial that the mutual relationship between sport and tourism and sustainability is understood. As sustainability takes the approach of balancing the needs of today with those of the future, it is important to be aware of the impact that sport and tourism have not only on the external environment and the conservation of natural resources but on economics and social (cultural) well-being as well. This publication is the result of a scientific conference Sport Tourism: Red, Green and Blue Strategies (STC'16) held on April 6 to 8, 2016 at the Faculty of Economics, University of Zagreb, Croatia. This “red, green, blue” approach of sport tourism encompasses three strategic orientations of today`s tourism activities taking into account its current and future economic, social and environmental impacts, addressing the needs of visitors, the industry, and the environment and host communities. In the scope of Red Strategy development, sport tourism developed quickly with mostly one purpose: how to get as much money as possible, without taking care of the environment. As an answer on a Red Strategies and lack of care for nature and local people, appeared the idea of Green strategies. They promote economic growth while reducing pollution and greenhouse gas emissions, thereby minimizing waste and inefficient use of natural resources, and maintaining biodiversity. The Blue strategies are focused on a life without polluting. Thirty-one high quality papers included in this publication address a number of issues raised above. They represent both theoretical and practical approaches to the study of complex area of sport, tourism and sustainability. In such a way, the publication has become an inevitable source in writing scientific works, bringing answers to many questions and highlighting further trends and perspectives of sustainable development that can be attributed to sport tourism. Zagreb, May 2017. Kristina Bučar, Ph.D Sanda Renko, Ph.D CONTENTS EVALUATING THE SUCCESS OF PROMOTIONAL CAMPAIGNS FOR MAJOR SPORTS EVENTS: THE CASE OF FIBA EUROBASKET 2015, CROATIA Petra BARIŠIĆ; Sanela ŠKORIĆ; Josip MIKULIĆ...............................................1 SPORT AND TOURISM – MOTIVES, ATTITUDES AND SATISFACTION OF TOURISTS IN CROATIA Snježana BORANIĆ ŽIVODER; Sanda ČORAK..................................................25 VISITOR’S PHYSICAL ACTIVITY BEHAVIOUR IN PROTECTED NATURAL AREAS: A CASE STUDY OF ALT PIRINEU NATURAL PARK - SPAIN ESTELA INÉS FARÍAS TORBIDONI; SEBASTIÀ MAS ALÒS; SUSANA MONSERRAT- REVILLO; GONZALO GIL.....................................................................................36 SPORT EVENTS IN PROTECTED NATURAL AREAS. A CASE OF CATALONIA NATIONAL AND NATURAL PARKS - SPAIN. ESTELA INÉS FARÍAS-TORBIDONI; JORDI SEGUÍ; XAVIER MENA; ARNAU SABATÉ...56 OLYMPIC GAMES: A SUSTAINABLE BUSINESS FOR HOST COMMUNITIES? Tünde GÁL......................................................................................................73 THE NORTH CAPE WALK – FROM AMATEUR TO PROFESSIONAL SPORT TOURISM TOR-ARNE GJERTSEN........................................................................................92 ESTIMATING PATTERNS OF GOLF TOURISM DEVELOPMNET IN CONTINENTAL PART OF CROATIA OLIVER KESAR; ZVJEZDANA HENDIJA................................................................122 SOCIAL AND ECONOMIC POTENTIAL OF SPORTING EVENTS IN THE CZECH REPUBLIC EVA SCHWARTZHOFFOVA.............................................................................151 MEGA SPORT EVENTS FACING THE CHALLENGE OF SOCIAL RESPONSIBILITY HELENA STANČIN; VANJA KRAJINOVIĆ............................................................161 EVALUATING THE SUCCESS OF PROMOTIONAL CAMPAIGNS FOR MAJOR SPORTS EVENTS: THE CASE OF FIBA EUROBASKET 2015, CROATIA Petra BARIŠIĆ, M.A. University of Zagreb, Faculty of Economics and Business, Teaching and research assistant [email protected] Sanela ŠKORIĆ, Ph.D University of Zagreb, Faculty of Kinesiology, Assistant professor [email protected] Josip MIKULIĆ, Ph.D University of Zagreb, Faculty of Economics and Business, Associate professor [email protected] Abstract Major sports events with a long tradition, established reputation and international media profile like the FIBA EuroBasket competition have always attracted both domestic and foreign visitors. A greater number of visitors generate greater consumption, which ultimately leads to positive economic benefits for the host region. Consequently, cities and countries compete for the right to host these events, being aware of the significance of the well-targeted promotional activities. The sports event promotion is a key factor when it comes to the number of tickets sold. It also directly contributes to the event's brand and influences attendance rates, its media representation and brand exposure. To that end, the purpose of this paper is to analyse the promotional campaign of FIBA EuroBasket 2015. Although the competition took place in four different countries, namely, Croatia, France, Germany, and Latvia, this paper focuses only on the elements of the sports promotional mix applied in the Croatian part of EuroBasket 2015. Specifically, it conducts a qualitative case study of the overall promotion and - 1 - the individual elements of the sports promotional mix for that competition. The results show that six out of seven elements of the sports promotional mix were included in the event’s general promotion - advertising, publicity, personal contact, incentives, atmospherics and sponsorship. The element found lacking was licensing. The study gives managers a valuable insight into (in) effective management of sports events promotion and the individual elements of the promotional mix. Key words: Croatia, FIBA EuroBasket 2015, major sports events, promotion, sports promotional mix 1. Introduction Major
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