TAILIEUCHUNG - OLYMPIC MARKETING FACT FILE

Nevertheless for both leisure and business markets, perhaps the most important criterion for selecting to visit or not to visit a destination is its image. Image is the set of expectations and perceptions a prospective traveler has of a destination. Past experience of the destination or the companies involved (. airlines, hotels, tour operators); descriptions by friends and relatives; general information; and marketing campaigns develop these expectations and perception which may be true or imaginary representations. (Baloglu and Brinberg, 1997; Chon,1991 and 1992; Chacko, 1997). Interestingly, the sustainability of local resources becomes one of the most important elements. | OLYMPIC MARKETING FACT file INTERNATIONAL OLYMPIC COMMITTEE 2010 EDITION OLYMPIC MARKETING FACT FILE 2 INTRODUCTION The Olympic Marketing Fact File is a reference document on the marketing policies and programmes of the International Olympic Committee IOC the Olympic Movement and the Olympic Games. In this document the IOC has endeavoured to present a clear simplified and transparent overview of Olympic Movement revenue generation and distribution. Revenue comparisons between Olympic marketing programmes must be carefully considered however because marketing programmes evolve over the course of each Olympic quadrennium and each marketing programme is subject to different contractual terms and distribution principles. The financial figures contained in this document are provided for general information purposes are estimates and are not intended to represent formal accounting reports of the IOC the Organising Committees for the Olympic Games OCOGs or other organisations within the Olympic Movement. The financial reports and statements of OCOGs may differ from this document due to different accounting principles and policies such as goods and services that have been adopted. The goods and services . the provision of products services and support figures cited in this document have generally been accounted for based on contractual values where available. The financial figures presented here do not include any public moneys provided to the OCOGs the National Olympic Committees NOCs the International Federations of Olympic sports IFs or other governing bodies. This edition of the Olympic Marketing Fact File contains the most complete information available as of 31 December 2009. Further information on the marketing programmes of each Olympic Games are available in the IOC s Marketing Reports available on . Cover image taken from the IOC s global promotional campaign The Best Of Us . Credit IOC. OLYMPIC MARKETING FACT FILE 3 TABLE OF CONTENTS CHAPTER 1

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