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Security, Perceived Safety, and Event Attendee Enjoyment at the 2003 Rugby World Cup

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Security, Perceived Safety, and Event Attendee Enjoyment at the 2003 Rugby World Cup Tourism Review Intemational, Vol. 10, pp. 257-267 1544-2721/06 $60.00 + .00 Printed in the USA. All rights reserved. Copyright © 2006. Cognizant C?~. Corp. www.Cognlzantcornmumcation.com SECURITY, PERCEIVED SAFETY, AND EVENT ATTENDEE ENJOYMENT AT THE 2003 RUGBY WORLD CUP TRACY TAYLOR* and KRISTINE TOOHEyt *School of Business, University of Technology, Sydney, NSW, Australia tDepartmem of Tourism, Leisure, Hotel and Sport Management, Griffith University QLD, Australia Abstract: International sport event organizersaroundthe world have placed considerations of terror- ism high on their planning and risk managementagendassince September II, ZOO I. Increased public awareness about the threat of terrorism and associatedsafety concerns have led to increased security, especially for large multicountry international events.To date there has been limited empirical re- search on the relationship between sporteventattendanceand the impact of terrorism, with the excep- tion of the body of work on the 1972OlympicGames.In this article the authors outline the extensive antiterrorism security measures taken at the ZOO3 Rugby World Cup held in Australia. To determine the impact ofthese measures, event attendeeswere surveyed to determine the extent to which terror- ism influenced eventattendees' motivations,perceptionsof safety, and levelof enjoyment. The results indicate that security measures were perceivedas sufficientand attendeeswere generally not deterred by the threat ofterrorism. The heightenedsecurityenhanced the eventexperience for some attendees, with only a small minority reporting a negative impact on satisfaction. Suggestions for further re- search and practice are discussed. Key words: Sport event; Rugby World Cup; Mega-event;Terrorism; Security;Australia Introduction of limited empirical investigation. To specifically explore the relationship between sport event atten- f~'The impacts of mega-events and hallmark events dance, terrorism, and spectators' enjoyment, a r~typically measured on a multitude of indices in- scoping study was undertaken of the International ~t~ing economic, tourism, commercial, physical, Rugby Board (IRB) Rugby World Cup (RWC) 2003, .; :ocultural, psychological, and political impacts held in Australia. As major sport events have been er & Raybould, 1995). The influence of ex- touted as potential targets for terrorist activity c. threats, such as terrorism on perceptions of (Toohey, Taylor, & Lee, 2(03) we wanted to explore ty for mega-sport event spectators, is an area how event organizers dealt with the increased secu- - ~spondence to Dr. Tracy Taylor, Associate Professor and Head, Graduate School of Business, University of Technol?-gy, _ Box 123 Broadway, NSW 2007, Australia. Tel: +61-2-9514-3664; Fax: +61-2-9514-3557; E-mail: [email protected] 257 258 TAYLOR AND TOOHEY rity requirements and the reactions of the attendees of ~sk control, as whe~ an ~t of to~st-related~ to the security provided. ronsm occurs the media will report It, compel. Since the late 196Os, technological advances to the the event organizers to enact crisis management prO.~ media, especially satellite transmissions, have pro- cedures (Cavleck, 2002; Tarlow, 2002). Moreovet~ vided terrorists and other protestors with a global real- Tarlow (2002) noted that perceptions about an eveJj time audience to publicize their message. Mega-sport- crisis can be almost as detrimental as the crisis it~ ing events, such as the Olympic Games and the FIFA self, commenting that, "the farther away one is from; World Cup, have become much more likely to be a crisis location, the worse the crisis will appear to· considered as terrorist targets due to this worldwide be and the longer the crisis will remain in the col- audience (Toohey et al., 2(03). Tarlow (2002) cata- lective travel subconscious" (p. 2). Thus, diligence logued a range of potential danger areas in the inter- and safety concerns have led to event organizers face between mega-sporting events and terrorism, in- commissioning increased security planning precau- cluding: spectator numbers and flows, which make it tions, resulting in escalating costs for events (Pantera difficult to physically identify terrorists; the proxim- et al., 2(03). ity of events to transportation hubs, allowing a quick The immediate and subsequent response, of sport escape route; and the extensive use of event-associ- event organizers after 9/11 was to increase security ated hospitality sectors (e.g., hotels and restaurants) measures to prevent terrorism activity and allay that also have the potential to be affected, spreading safety concerns of players and spectators. The level the reach and impact of an incident. The long-term of security measures was determined by government, economic effect of terrorism on sport events can be sporting bodies, event organizers, and stadia, in re- profound (Solberg & Preuss, 2(05). However, with sponse to both security concerns and insurance re- the exception of the 1972 Munich Olympic Games, quirements. However, as security increased so did studies into the interrelationships that exist between queues to get into sport grounds; bag and body sport events and terrorism are rare, despite the fact searches were undertaken, limitations were placed that sport has not been immune from terrorist activi- on items that spectators could take into stadiums, ties (Wedermeyer, 1999). and spectator movements were restricted. By insti- As mega-sport events are typically aligned with gating more extensive security measures many sport tourism generation, the tourism-terrorism dimension event organizers were conscious of trying to attain has particular relevance. Somnez (Coles, 2(03) pos- an appropriate balance without negatively impact- ited that the major themes that unite terrorism to tour- ing on the spectator experience. As Frosdick (1997) ism are "the impacts of terrorism and political insta- noted, the management and operations of sport sta- bility on tourism; using tourism as a political tool to dia should provide patrons with "pleasurable expe- advance the terrorists' agenda; the effects of politi- riences in an enjoyable and safe way" (p. 4). cal and terrorist violence on destination imagery; To ascertain how successful mega-sport events crisis management and recovery marketing efforts" have been at achieving the optimal balance between (p. 176) Furthermore, Richter and Waugh (1986) security and attendee satisfaction, the situation of noted that tourists from regimes that are considered the 2003 RWC in Australia was investigated. Scoping to be hostile may be targeted by terrorists because provides the sport event management community of their symbolic value. According to Guzman with case study data to review, which can then be (Ryan, 1993), left wing terrorists have validated at- modified, accepted, or rejected for application to .tacks on tourists because tourism is symbolic of capi- other situations. Responses and activities of the event talism; tourists generally are citizens of developed planners and the impact of security measures on countries; and state-sponsored tourism is symbolic event attendees were interrogated. Data gathered of the government that supports it. encompassed government security reports, docu- Since September 11, 2001 (9/11), the threat of mentation from the official event organizer, news- terrorism has become an even greater planning pri- paper articles, and a survey of event attendees. ority for hotels, airports, sport events, and other The study follows on from similar work that was places where sport tourists congregate (Goodrich, completed at the 2002 FIFA World Cup (Toohey et 2(02). Additional preparation is an essential element al., 2(03). This study offers an approach for event SECURITY, SAFETY, AND ATTENDEEE ENJOYMENT 259 managers to use in assessing their current and fu- monitored by both security personnel and electronic ture vulnerability to disruption by terrorist threats. surveillance (Carey, 2004; Toohey et aI., 2003; The findings also provide a basis for a full-scale study Whisenant, 2(03). or planning process that major sport event organiz- The changes to security at major sport events af- ers could use to address current and potential future ter 9/11 were clearly evident at the 2002 Salt Lake security vulnerability. City Winter Olympic Games. Salt Lake City was the largest city, with approximately 1.5 million people, Terrorism and Mega-Sport Events to host a Winter Olympic Games and the event was the largest Winter Olympic Games to date, with It has been suggested that sport event tourists are 3,500 Olympic athletes, 70 sporting events, and 10 especially likely to avoid a destination because of Venues (United States General Accounting Office, terrorism concerns (Solberg & Preuss, 2(05). This 2001). Soon after the 9/11 tragedy there was a re- is in part as a function of the nature of mega-sports evaluation of the event's security procedures (Diaz, events; they are often held in stadia with enormous 2001). A press statement released by the White seating capacity; a mass of spectators are located in House outlined the new approach to Games secu- a concentrated area, and this could be deemed as a rity as "highly visible equals highly secure" (United suitable terrorists' target due to the high level of vis- States Office of the Press Secretary, 2(02). As part ibility and vulnerability of the event and its attend- of the associated strategy, airport security was in- ees (Whisenant, 2(03). Terrorism has a much greater creased and airspace restricted.
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