The Tourism Legacy Of The Olympic Games | Olympic Games In London

Table of contents:

Section 1: Introduction: Rationale, Aims and Objectives

Section 2: Literature Review

2.1 Mega-events and the Olympic Games

2.2 The impacts and legacy of the Olympic games

2.3 The tourism legacy of the Olympic games

2.4 Case-study

Section 3: Discussion, recommendations and conclusion

3.1 Results and discussion

3.2 Limitations

3.3 Recommendations

3.4 Conclusion

References

Section 1: introduction: Rationale, Aims and Objectives.

This report focuses on exploring a tourism issue in London. To put it more precisely, the report focuses on the 2012 London Olympic Games and the legacy of the Olympics that involves the impact of the Olympic Games on the economic, sporting, social and regeneration effects and the impact of the Olympics on the tourism industry in London and the UK above all. In the course of the research to complete this report, secondary and primary resources were used. Secondary resources used in this study include articles in the media, journals, TV, videos etc. Primary sources used in the current study involved observations in the Olympic city chosen. The research was conducted in a group. The group determined the aim and objectives of the study.

The aim of this report is to identify, explore and understand the tourism legacy of 2012 London Olympic Games.

The research questions are as follows:

1)  What is the infrastructure built for the Olympic Games in London and how is it being used today?

This research question focuses on the effects of the development of infrastructure of London for the 2012 London Olympic Games distinguishing negative effects, such as unused venues; abandoned Olympic sites etc.; and positive effects, such as venues that are still used by locals/tourists etc.

2)  What is the tourism experience in London after the 2012 Olympic Games?

This research question explores issues related to the change of the number of tourists and the attitude of the local population to them.

The reason why London was chosen is because these cities are well known destinations for the Olympic Games.

The report is structured according to the existing report standards and consists of the literature review, which includes the analysis of mega events and the Olympic Games, the impacts and legacy of the Olympic Games, the tourism legacy of the Olympic Games; and the case-study of the Olympic Games in London that took place in 2012. After the literature review, the discussion section provides the analysis of results and discussion of the Olympic Games in London (Hartman, 2014). Furthermore, the discussion part is followed by the analysis of the limitation of the current study. On the ground of the information collected in the course of the study, the report offers recommendations concerning the further use of the infrastructure and facilities constructed in London for the Olympic Games. Finally, the report sums up the key findings and contains concluding remarks on the legacy of the Olympic Games that took place in London in 2012.

Section 2: Literature Review

2.1 Mega-events and the Olympic Games

The construction of Olympic facilities and infrastructure was the major event related to the 2012 London Olympic Games because the construction of new venues has changed London consistently. In this regard, the 2012 London Olympic Games became the major driver for the development of new venues, facilities, improvement of the local infrastructure and transportation system and the overall economic growth of London and accelerated development of the tourism industry (Hopkins & Neal, 2014). The creation of the Olympic Park was one of the major events in the pre-Olympic period. The Olympic Park became the centre of the Olympic Games and the major attraction for tourists not only during the 2012 London Olympic Games but also after the Games.

The mega events related to the Olympic Games included the opening of the Olympic Games; the Olympic torch relay; major sports events, including finals in all Olympic sports; and the closing ceremony of the Olympic Games. The opening ceremony was the major event that became the entertainment that attracted the attention of tourists and media. The opening ceremony was the well-planned and costly performance. The major sports events attracted the media attention worldwide and were broadcasted internationally. Finals in the Olympics became the major sports events during the games that attracted the particular attention of the audience worldwide. The closing ceremony was also an important performance that attracted the huge audience and marked the ending of the 2012 London Olympic Games.

2.2 The impacts and legacy of the Olympic Games

The impact and legacy of the Olympic Games affected different spheres, including economy, sports, tourism industry; social work; and regeneration activities and policies related to the infrastructure and facilities of the 2012 London Olympic Games. The 2012 London Olympic Games has had a stimulating effect on the development of the local economy because local companies focused on the construction of the Olympic venues and local infrastructure (Poynter & MacRury, 2013). In addition, the 2012 London Olympic Games became the major event that attracted millions of tourists from all over the world. More important, the 2012 London Olympic Games involved the social work and volunteer work to accept tourists and sportspersons. In addition, the development of new infrastructure contributed to the regeneration of the local infrastructure as well as economy.

2.3 The tourism legacy of the Olympic Games

The legacy of the 2012 London Olympic Games was planned to focus on four key domains, including the following: harnessing the UK’s passion for sport to increase grassroots participation, particularly by young people, and to encourage the whole population to be more physically active; exploiting to the full the opportunities for economic growth offered by hosting the Games; promoting community engagement and achieving participation across all groups in society through the Games; and ensuring that the Olympic Park can be developed after the Games as one of the principal drivers of regeneration in East London (London 2012 Olympic and Paralympic Games Annual Report 2011).

The tourism legacy of the 2012 London Olympic Games is substantial, taking into consideration the number of new sports facilities constructed and the infrastructure developed and constructed specifically for the Olympics.  The 2012 London Olympic Games made London even more popular than it used to be before the Olympics. Tourists from all over the world have become interested in attending the site of the 2012 London Olympic Games, which they could watch on TV, when the Games have been taken place.

In addition, it is necessary to take into consideration the enhancement of the tourism potential of London due to the active promotion of the city as one of the major world tourism destinations. The 2012 London Olympic Games were the greatest promotion event that attracted the attention of millions of tourists worldwide to London as the preferable destination. The 2012 London Olympic Games made London a popular brand renowned not only for its heritage but also for its sport-related facilities and venues.

Furthermore, to accept the large number of visitors during the 2012 London Olympic Games, the local hotel and leisure industry has conducted profound changes to increase hotels’ capacity and improve their infrastructure. As a result, today, London is ready to accept more visitors than it could have accepted before 2012.  The 2012 London Olympic Games are the major event that implies the flow of millions of tourists from different parts of the world. Therefore, due to the Olympics London is currently ready to accept millions of tourists and use its experience to conduct the major sports events at the global level.

Moreover, the construction of new facilities, the mega events that have taken place before and during the 2012 London Olympic Games have created new landmarks and places tourists are eager to visit in London that increased the tourist attractiveness of London. Tourists are interested in attending Olympic venues, where the 2012 London Olympic Games took place. These venues are as attractive for tourists as many other landmarks of London. Therefore, the 2012 London Olympic Games expanded the number of landmarks of the city and made the city even more attractive for tourists than it used to be before the Games.

2.4 Case-study

As London won the right to host the 2012 Olympic Games, the city has started to prepare for the construction of the respective facilities and infrastructure. The major construction involved the construction of the Olympic Park and respective infrastructure. Furthermore, London focused on the development of the public transport to resolve the problem of possible traffic jams and effective transportation of visitors as well as the local population during the2012 London Olympic Games.

The funding of the 2012 London Olympic Games was mixed. The Olympic Park was constructed at costs of the public funds, whereas the 2012 London Olympic Games proper were funded privately. The 2012 London Olympic Games involved about 70,000 volunteers, who worked together to conduct the Games and to help tourists and visitors to navigate throughout the city as well as volunteers helped to enhance the public safety. Tickets for the 2012 London Olympic Games were sold online and were available to customers from all over the world. At the same time, the online sale of tickets for the 2012 London Olympic Games required the enhancement of online transactions, better information processing and innovations in the field of IT to sell and accept tickets on the spot, where respective Olympic events took place properly.

One of the main issues related to the 2012 London Olympic Games was the security of visitors as well as sportspersons during the games and as they travelled to their target destination. In addition, it is worth mentioning the fact that the infrastructure and facilities of the 2012 London Olympic Games were constructed taking into consideration environmental issues. For instance, river banks were enhanced to prevent the negative impact of the venues constructed for the 2012 London Olympic Games, boxes for birds and bats were installed on the Olympic venues, and other environmental issues were also taken into consideration. Some venues were temporary and removed, when the 2012 London Olympic Games were over.

Section 3: Discussion, recommendations and conclusions

3.1. Results and discussion:

This chapter presents the results of the research conducted. The results are processed on the ground of the literature review and analysis of the information collected in the course of the study from open sources, such as public reports, press conferences, media reports, online news agencies and other open sources.

3.1.1 Research question 1). What is the infrastructure built for the Olympic Games and how is it being used today?

The development of the infrastructure and facilities built for the 2012 London Olympic Games lead to quite controversial effects since, on the one hand, some venues are currently used successfully being the major attractions for tourists, whereas others tend to be abandoned and stumble because the current performance of the venues does not match the performance they were planned for at the moment of their development and construction. At the same time, the 2012 London Olympic Games still have opened larger opportunities for the development of the tourism industry in London not only due to the construction of new venues but also due to the promotion of London as the target destination for international tourists and due to the enhancement of London as the brand and the target destination for tourists from all over the world.

  • negative: unused venues; abandoned Olympic sites etc

The infrastructure and facilities constructed for the Olympic Stadium. Everyone has always assumed the stadium would be scaled down and turned into a soccer arena once the Games are over. But last year a dispute between three Premier League clubs caused a deal with West Ham United to fall through (Manfred, 2012). In such a way, the future of the Olympic Stadium is uncertain but it is the great structure that needs substantial funding to maintain its functioning. The stadium also has a considerable marketing potential as the venue, where the major sports events can take place not only at the national but also international level.

The stadium can be reduced to a seating capacity of 25,000, it just needs a tenant. Reuters reports that officials from cricket, rugby, and Formula 1 racing have all also expressed interest in using the stadium. EPL soccer is still the front-runner for the stadium (Manfred, 2012). Such changes can make the stadium more attractive and usable than it is at the moment.

The similar problem has arisen in relation to the basketball arena. The stadium is the largest temporary venue used in the London Games. It will be completely torn down, and there is talk that it could be shipped to Brazil for use in the 2016 Games (Manfred, 2012). In such a way, the basketball arena also needs changed to make it profitable for the community, sports and tourism industry.

The beach volleyball stadium is another challenge for London today. This was one of the most beautiful venues of the Olympics, but it will also be completely torn down (Manfred, 2012). Therefore, the city needs to adapt the beach volleyball stadium to needs of tourists or restructure it to make it usable for tourists. The sand — almost 4,000 tonnes of it — will go to use though. Reuters reports that it will be shipped to six community sports centers around London (Manfred, 2012).

The Aquatic Centre created for the 2012 London Olympic Games specifically is under-used now.  Officials say the venue will be decreased from 17,500 to around 2,500 by removing the temporary wings on either side. After that the center will be used as a public community center (Manfred, 2012).

The field hockey stadium also needs restructuring and changes. There is some debate of this one. The U.K. field-hockey program wants to keep the arena and turn it into “the Wembley Stadium of hockey.” But there were rumblings a few years ago that second-tier soccer club Leyton Orient was trying to move into the stadium. Either way, it looks like the stadium will have a tenant (Manfred, 2012). In this regard, it is worth mentioning the low popularity of hockey in the UK that makes the stadium virtually useless.

  • Positive: venues being used by locals/tourists etc.

Even though, the Olympic stadium is currently in decline in terms of its use and this trend may be traced to the entire Olympic Park but today the Olympic Park has still has a considerable potential and there are plans of changing the venues’ use and their further development. Today, the long-term vision for this vast space is beginning to take shape. When it is completed there will be two new schools, 1.9 million square feet of retail and entertainment areas, 22 miles of cycle- and footpaths, nine miles of new roads and four miles of waterways – and five world-class sporting venues. To help ease London’s housing shortage there will be about 8,000 new homes (Magnay, 2013).

At this point, it is worth mentioning the fact that the Olympic venues may be used for the further development of the tourism industry but the problem is that the facilities and the infrastructure can accept more tourists than London accepts annually today. In this regard, the change of the function and reconstruction of the Olympic venues can create new opportunities for the development of the tourism industry (Dyckhoff, et al., 2014). What is meant here is the fact that the change of the function and reconstruction of the Olympic venues will meet needs of tourists and increase their marketing potential.

3.1.2 What is the tourism experience in London after the 2012 Olympic Games?

The tourism experience in London after the 2012 London Olympic Games was rather positive than negative because the number of tourists shortly after the Games was very high but steadily, the number of tourists declines that raises the problem of the effective use of the Olympic venues by the tourism industry.

  • number of tourists and locals – has the maximum capacity been reached (too many tourists)

The number of tourists after the 2012 London Olympic Games was high because tourists viewed London as the attractive destination, where they could visit the Olympic venues but they could save money due to the low costs of visiting London after the Olympics.

In addition, the promotion of London during the Olympics contributed to the rise of the interest of tourists to the city as well as to the UK at large. Even though London has been renowned as one of the major destinations for tourists before the 2012 London Olympic Games, the Olympics have made London even more attractive for tourists due to the construction of new facilities and the improvement of the local infrastructure.

Moreover, London has become a desirable destination for sportspersons because they could conduct their training and participate in sports events there. At the same time, they combine their professional development in London with tourism since international sportspersons naturally become engaged in tourist activities. As a result, sports become additional driver to the development of tourism in London.

  • attitude of locals and businesses towards tourists

Locals and businesses view tourists as one of the major source of the development of their business activities and economic growth of London. Tourists arrive in London and spend their money investing the money into the economic development of the city, while the economic growth of London contributes to the successful business development of local companies and the improvement of the quality of life of the local population.

Therefore, the attitude of locals and businesses to tourists in London is basically positive.

  • what is being offered – the tourist product: attractions, tours, museums, heritage, art, culture, food, entertainment, accommodation, transportation, signage and information

At the moment, London can offer a variety of tourist products which have been created for the 2012 London Olympic Games or are related to the Olympic venues, including attractions, tours, museums, heritage, art, culture, food, entertainment, accommodation, transportation, signage and information.

  • services – quality, speed

The quality of services has improved consistently since the 2012 London Olympic Games because the Olympics are the major sport event in four years. Therefore, the quality of services should be superior.

In addition, the development and improvement of the Olympic venues and infrastructure also contribute to the improvement of the service quality.

At the same time, the development of the infrastructure, transportation system and creation of new Olympic venues contributed to the rise of speed of the service delivery to customers. As a result, tourists can enjoy fast and high quality services being delivered to them in London.

  • behaviour of tourists

The behaviour of tourists is favourable for the development of the tourism industry in London and the UK because tourists have started to view London as one of the main destinations and advanced city, where they can enjoy the up-to-date infrastructure and the most advanced facilities constructed for the 2012 London Olympic Games. As a result, tourists attend London and the UK and the flow of tourists has increased due to the 2012 London Olympic Games.

  • impacts of tourism

Tourism has a positive impact on the development of London because the growing number of tourists stimulates business activates in London and contribute to the economic growth of the city as well as the UK.  The tourism industry of London has grown substantially since the 2012 London Olympic Games.

  • good/bad experiences – explanations of why.

The 2012 London Olympic Games were basically the good experience for London because it contributed to the enhancement of the local transportation system, infrastructure and economy. The Olympics have attracted more tourists, who are still interested in London as the major destination.

On the other hand, the 2012 London Olympic Games have had a negative impact on London because some of the Olympic venues cannot be used to the full extent, while high costs of the 2012 London Olympic Games raise the problem of the eventual return on investments. In addition, the city does not need all the venues that were constructed for the Olympics specifically.

  • Other issues

In addition, it is worth mentioning the fact that the 2012 London Olympic Games contributed to the enhancement of the security of the city vulnerable to the threat of international terror attacks. The city has implemented effective policies that help London to minimize such threats. As a result, today, London has become more secure place for tourists than it used to be before the 2012 London Olympic Games.

3.2. Limitations

The limitations of the current report include the lack of the involvement of professionals working in the tourism industry into the study prevented from obtaining the primary data from those, who work in the tourism industry directly. Instead, the survey focused on the use of available media resources that provided detailed information on the 2012 London Olympic Games and aftermath in terms of the economic development of London and the UK as well as the development of tourism and other effects after the Olympics.

In addition, the study focused on London only, whereas the impact of the 2012 London Olympic Games is larger and affects the entire country. Therefore, the further study can reveal possible effects of the Olympics on the development of the UK economy as well as tourism, in particular.

3.3. Recommendations

On analyzing effects of the 2012 London Olympic Games, it is possible to recommend the restructuring of the Olympic venues to make them applicable to the contemporary tourism environment. In this regard, the development of the tourism industry can help to enhance the effectiveness of the Olympic venues.

In addition, the 2012 London Olympic Games opened larger opportunities for the development of sports events in London. Therefore, London should use the full potential of its facilities to organise sport events and, thus, attract more tourists.

3.4 Conclusion

In conclusion, it is important to place emphasis on the fact that the 2012 London Olympic Games has contributed to the emergence of new opportunities for the development of the tourism industry. At the same time, the 2012 London Olympic Games has had a controversial effect on the economy of London and the local tourism industry. On the one hand, the tourism industry has got new opportunities for the growth due to the development and enhancement of the local infrastructure and transportation system, along with the construction of the new Olympic venues. On the other hand, the 2012 London Olympic Games have raised the problem of the unused Olympic values. The presence of Olympic values that cannot be used to the full extent makes them ineffective. Therefore, the tourism industry should assist to changing the unused venues to make them attractive for tourists and, therefore, profitable for tourism companies and the local community.

 

References:

Dyckhoff, T. et al. (2014). The Architecture of London 2012 : Vision Design Legacy : An Official London 2012 Games Publication. Cambridge University Press.

London 2012 Olympic and Paralympic Games Annual Report 2011. (2011). Retrieved on May 27, 2014 from https://www.gov.uk/government/uploads/system/uploads/attachment_data/file/77633/DCMS_GOE_annual_report_february_2011.pdf

Hartman, H. (2014). London 2012 Sustainable design : Delivering an Olympic legacy : An Official London 2012 Games Publication. Oxford University Press.

Hopkins, J.C. and P. Neal. (2014). The Making of the Queen Elizabeth Olympic Park. London: Routledge.

Magney, J. (2013). “The Transformation of London’s Olympic Park,” The Telegraph. Retrieved on May 27, 2014 from http://www.telegraph.co.uk/sport/olympics/10127550/One-year-on-the-transformation-of-Londons-Olympic-park.html

Manfred, T. (2012). “Here’s What’s Going to Happen to London’s Olympic Venues Now That the Games Are Over,” Business Insider. Retrieved on May 27, 2014 from http://www.businessinsider.com/london-venues-after-olympics-2012-8

Poynter, G. and I. MacRury. (2013). Olympic Cities: 2012 and the Remaking of London (Design and the Built Environment). Oxford University Press.

 

The terms offer and acceptance. (2016, May 17). Retrieved from

[Accessed: August 11, 2022]

"The terms offer and acceptance." freeessays.club, 17 May 2016.

[Accessed: August 11, 2022]

freeessays.club (2016) The terms offer and acceptance [Online].
Available at:

[Accessed: August 11, 2022]

"The terms offer and acceptance." freeessays.club, 17 May 2016

[Accessed: August 11, 2022]

"The terms offer and acceptance." freeessays.club, 17 May 2016

[Accessed: August 11, 2022]

"The terms offer and acceptance." freeessays.club, 17 May 2016

[Accessed: August 11, 2022]

"The terms offer and acceptance." freeessays.club, 17 May 2016

[Accessed: August 11, 2022]
close
Haven't found the right essay?
Get an expert to write you the one you need!
print

Professional writers and researchers

quotes

Sources and citation are provided

clock

3 hour delivery

person