Literature Study

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Hartman and Zandberg’s first finding on the benefits of mega events in the form of place marketing – as researched by Matheson (2010) – confirms that cities stand to benefits through the extensive marketing that occurs when holding large-scale event. In particular, the event sector benefits from a successful event because it increases the chances of both local and international employment. Avraham and Ketter (2012) define place marketing as the presentation of a location and its competitive advantage so as to attract and maintain resources. Based on this definition, London’s event sector got an opportunity to market itself on the global scale, and consequently, had foreign employers hiring their services because of the success of the 2012…show more content…
Knott et al., (2016) study bring out the theme of global investment and strong networking similar to Hartman and Zandberg’s study. Their research, which focused on the South Africa 2010 FIFA World Cup, suggests that hosting a mega event builds strong networks that present opportunities for global scale employment. The researchers especially focus on the role of the media in bring the host nation to the limelight, which helps showcase the event organisers capacity to deliver to the world. They further add that the role of the stakeholders cannot be overlooked considering that mega events draw both national and international stakeholders. The stakeholder connectivity is what enables strong networks that create opportunities for employment in the future to be established. Therefore, the Olympics has long-term employment effects on the event sector such as strong networking and foreign employment. But it is important to add that this is possible depending on the success of the event as the London Olympics and South Africa World Cup was The Olympic Organising Committee and the UK Government reports following the London 2012 Olympics showcase the themes discussed in the data analysis section. The themes confirm the long-term employment effect of the 2012 Olympics on London’s event sector. The Olympic Organising Committee note the role of
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