The main purpose of this research is to know and analyze whether the Olympic 2012 will benefit the image of London as the major tourist destination.

2.5 Domestic tourism

The tourism in which the individuals will be taking the holidays or the breaks for the purpose of the day trips as well as the regular trips within the own country is considered as the domestic tourism.

2.6 Inbound tourism

The people will be going to the other country for their own reasons such as the business work or the holiday trip and this process is called as the inbound tourism which is also referred as the international tourism.

2.7 Outbound tourism

The individuals who will be trip to the other international countries from their own country for the purpose of the holiday trips or the business tours etc are considered as the outbound tourism.

By many tourist operators and the travel service agents the various types of the tourism services are provided to the tourists.

The overview of the travel and the tourism industry is categorized by this figure.

2.8 London tourism

The London is having various features that are present in the travel and the tourism industry like the tour operators who will be planning the total tourism project, such as the transportation facility that is used to move the people from one place to the other place so that they can visit many places or the locations. This process will also involves the transport agents who will be managing the travelling costs and the features such as the carrying facility in various ways like the buses, rails, ships and planes. This will also include some of the aspects like the housing facilities and the food cookery. The main and the important feature of the tourism industry is the providing the required information for the tourist along with the guiding services by the usage of the travelling guides so that they can give the information that is needed for them in the locations they were travelling.

2.9 London Tourist Attractions and 2012 Olympics

Many of the attractions are present in the city of London to present to the tourists who will be coming for the tour. Every year nearly 3.5 million tourists will be visiting the London. Some of the important locations that can be seen in the London are the Tower Bridge, Piccadilly Circus, Big Ben, Westminster Abbey and St. Paul’s Cathedral. One of the highest attractions of the London is the London Eye – the 135 meter high observation giant wheel. In the world itself it is the highest giant wheel that is present on the south bank. From this giant wheel the 25 miles of the area can be covered or viewed by the people. In addition to all these the coming attraction for the London is the London Olympics 2011.

For the last few years the London is the hosting international sports. The Olympic Games have been hosted in London in 1948. London is hosting the particular game called as the tennis every year at the fantastic village called as the Wimbledon among all the popular international games. The games that have been played between the William sisters, Serena and Venus is the game that has given the enjoyment and the thrilling to the game lovers. Wyne Rooney and foot ball lion David Beckham are the great players who have come from the London.

2.10 Managing Olympic Games by London

The managing of the big events is done by London very positively and also has good results on them. The biggest responsibility of the London is the Olympics 2012 because the entire world is watching the London. For the London this means a lot to them. The entire world population along with the citizens of the London is wishing a lot. A great responsibility is present on the London Olympics Managing committee for the planning of the event, constructing the structure, implementing all the infrastructure development and the completion of the project in the mean time. In order to overcome the recession they have worked a lot and soon the new face of the London can be seen. In the London now there various jobs that are present temporarily and the structure they are building can be used in other ways or it can be placed in the desired place. In London there is more extent to gain the more jobs in the future by all these means.

2.11 Financial System of London

The London’s financial system can be enhanced by this opportunity to the large extent. From all over the world the game lovers may be attracted by this event. The other side of the coin in the financial matter is the money spent on the shopping, transportation, lodging, and on the restaurants by the visitors. For this purpose the London city’s water sources are recharged and large parkland is also being developed. A lot of visitors will be offered to the city of the London as the visitor’s paradise. A beautiful environment would be provided by this Olympics event so that the London’s multicultural people may be get together by maintaining the friendly nature.  Only by the single language everyone can be easily united. The native language of the

In the support of the London Olympics the media and the social sites will be playing the major role. On the twitter games every one will like to known about the games and by enjoying the videos on the You Tube.  It is expected that 8 million tickets will be sold for the Olympic Games and 5 million tickets for the Paralympics. From the year 2011 only the tickets and the entry passes will be available. The updates of the ticketing schedule have been tracked by the game lovers. The tickets for the Olympics 2011 will be available for the sale from the march 2011. During the period of the London Olympic 2012 there will be a lot of fun and entertainment. This Olympic 2012 will be perfectly the major tourist attraction in the London.

Chapter 3

Research Methodology

3.1 Introduction

According to (Jennifer Rowley,2002) the complete examination and analysis of the research methodology is been taken into consideration and it is been illustrated in detail in this particular chapter. The comprehensive analysis is been considered as the major source for the research methodology aspect. The authentic methodology approach is been considered from the quantitative as well as the qualitative research methods. The specific aspects related to the research methodology are been considered and are explained in detail. The approach related to the research design is been selected to chose the primary source of data as well as the secondary source of data along with the sample size considered.

3.2 The research methodology considered

The research methodology is the system which is having the different varieties as well as the principles that are been utilized for the purpose of getting the exact solution to the research problem which will take place by using the particular aspects. The research methodology process will include two different types of the research methods such as the quantitative research method as well as the qualitative research method. Depending on the different types of the factors the types of the research methods are been taken into consideration to get the solution to the research problem. The significant and genuine data is been taken into consideration and it is been analyzed according to the research requirements.

        

This figure will specify the different types of the research methods involved within this research process.

3.3 Qualitative research methodology 

Trochim, (2002) stated that the qualitative research methodology is the process which will include the different types of aspects related to the human behavior as well as the different types of the major reasons which are after that specific behavior included within the research process. The detailed analysis on the problems is been taken into consideration and the research process related to the human behavior is been totally specified within this research method and this particular qualitative research method is been utilized in many fields such as the academic discipline, the social studies as well as the common types of the research problems that will take place in the market. By making use of this qualitative research methodology the different types of the difficult questions such as why and how could be clearly answered and the decision making process will play the vital role in this specific research method. The actual purpose of the qualitative research method is to collect the significant information from the individuals who are included in the research process as the participants. In this research process it is better to choose the small sample size than that of the large sample size. The critical non numerical data is been utilized within this qualitative research method which will not include the charts and the graphs and the entire research analysis is based on the original psychological observations as well as the conclusions.

3.4 Quantitative research methodology

The quantitative research method will include the different types of the data collection methods and it is totally a theory based approach. The quantitative research method will involve the empirical investigation of the different types of the properties as well as the events that will take place in the research process which is having the association among the different types of the aspects related to the quantitative research method. The measurement as well as the comparison of the different types of the values along with the resulting values are been utilized in this research process which is considered as the significant aspect in the entire research process. By making use of this research method some of the critical questions like Where, what as well as Why could be answered and this methodology will include the different types of the fields such as the psychology, the economics, anthropology, social sciences as well as the different types of the research processes. The specific type of the case study is been utilized within this quantitative research methodology in which the general conclusions as well as the hypothesis are been gathered from this method. If, the list of the hypothesis or else the approaches are been considered in this process then the quantitative research method could be utilized to imagine and identify the genuine hypothesis which can be used to solve the research problems. In this research method the numerical measurements are been utilized which are in the form of the graphs as well as the charts and this specific research methodology could even be used to solve the big research problems and for this reason there is a necessity of the large sample size. This selected sample size is been evaluated by using the empirical investigation as well as the resulting solutions are been analyzed which will give the required solution to the research problem. The case study can be considered as one of the best example to this quantitative research method.

3.5 The research design: Case study approach

According to (D Vermeulen, 2009) the research design is the process in which the research questions are been transferred in to the testing process. In general there are different types of the research designs but the appropriate research design is been taken into consideration depending on the type of the research problem. The research design is been divided into two different types such as the fixed research design as well as the flexible research design. The fixed research design is been fixed initially before the original data collection methods which are to be established in the research process. The fixed research design is totally a theory based approach and for this reason it is not such easy to recognize or estimate the mathematical variables as well as the methods. The actual data which is to be gathered will be fixed initially before implementing the different types of the data collection methods in the research process. There are different types of choices available for the data collection methods within this fixed research design type and the actual findings will be totally different from the research design. The variable that exists in the flexible research design approach is entirely different from the original imaginations and for this reason there is a necessity of the flexibility process in order to select the variables related to the research. Generally there are two different types of the existing research design types such as the experimental research type and the non-experimental research type. The specific research design is been selected depending upon the type of the research problem within the research process. The experimental research design is more useful and well suited for the different types of the projects that will include the research analysis and the sample size is high for this research type. Whereas, in the non-experimental research design the sample size is to less and the general observations along with the human behavior views are been taken into consideration. The experimental research design is best suited for the quantitative research method and the non-experimental research design is more suitable to the qualitative research method.

3.6 The Case study chosen

According to (Jennifer Rowley, 2002) the case study is considered as one of the best method to gather the essential information related to the research work. By making use of this case study approach the appropriate solution to the research problem can be found. The participants who are involved in the research process are been interviewed and the main aim of the case study is to give the proper solution to the research problem. In general there are more number of benefits by using the case study approach and significant benefit is that the information which is been gathered by using this source is true and correct and it is even more trustworthy when compared with the information from the other different types of the data sources. In order to get the good solution to the research problem the case study approach can be considered as the best method because the solution for the research problem is always associated with the case studies. While selecting the particular case studies there is a necessity of having the minimum knowledge and idea on the case studies which are taken into consideration and they should have the simple and general effort and should provide the potential solution to the problem that has taken place in the research process and then this case study can be considered as one of the important and best source for the primary source of information. Generally the case study is of different types such as the individual case study, company or organization case study but the actual case study is been selected depending on the research problem and the information gathered will be of best quality and it is even the direct data which will give the general observations as well as the findings in the research process. The main aim of this research is to know whether the London city is going to be benefited by London 2012 Olympic Games or not. In this research process the different types of the case studies are been taken into consideration and are analyzed according to the research requirements.

3.7 The data collection methods

According to (Sasha Hurrell, 2004)The data collection process is considered as one of the significant step and aspect within the entire research methodology process which will play the significant role within the process of analyzing and evaluating the important findings for the research. It will even verify the data which is been gathered and then it will even identify the findings towards the literature. Generally there are two different types of the existing data collection methods such as the primary source of the data as well as the secondary source of data. The process for gathering the information of the primary source of data as well as the secondary source of data is been explained in detail as follows:

3.8 The Primary source of data

The primary source of the data is been used as one of the major data collection method which is been established towards the research methodology. Generally the primary source of the information is been considered as the original as well as the true information than that of the other information sources. It is already been clearly explained in the previous sections that the case study approach is the best method and the different types of the individuals included in the research are been taken into consideration. Basically the primary source of the information in the research process is been collected from the different types of the events such as the interviews, the regular discussions, the group meeting as well as the semi structured interviews. The specific questionnaires are been prepared which will include the different types of the questions related to the research problem and the different types of the individuals are included in the process as the participants and they are asked with the questions related to the research topic. The views as well as the ideas which are been provided by the respondents involved in the interviews and the semi structured interviews is been considered as the key information in the entire research process. The information which is been gathered by using this source is very true and genuine and it is considered as the key information because it is the direct information for the research. (Sasha Hurrell, 2004)

3.9 The secondary source of information

There is a necessity of the secondary source of the information that is needed to continue the research process and the findings from this research are been compared with the primary source of information. Generally the secondary source of the information is been gathered from the different types of the data sources such as the articles, journals as well as the websites which are already been reviewed and published by the previous scholars(Sasha Hurrell, 2004).

3.10 The sample size considered

It is already been discussed that the quantitative research method and the qualitative research methods are been used to complete this research process in a reliable manner. The individual participants who are included in the research is been discussed above. The London Olympic Committee is included along with the two to three retail sellers in London and even the inbound and the outbound tourists are even included in the process. The maximum sample size is 14 and there is the non-zero probability to interview or question the participants in order to get the essential information for the research process.

3.11 Methodology used in the research process

This research study collected the significant, essential and logical references which are happening in the Olympics. Generally based on these references the basics and fundamentals are been compared and differentiated to the Olympics, especially concentrating on London 2012 Olympics. This methodology will provide the list of strengths as well as limitations of the process of hosting the Olympics. This methodology will make use of only the secondary research in order to review the case studies based on the past destinations which hosted the Olympics. The quantitative as well as the qualitative research methods are been used in order to complete the research process. By using the quantitative research method the different types of the articles, case studies as well as the we documents are been taken into consideration and are analyzed according to the research requirements. By using the qualitative research method the interview is been conducted within UK and two questionnaires are been prepared which will include the entire questions related to the Olympic Games and the participants are asked with some questions and the answers provided by them is considered and analyzed. The questionnaires are been included at the end of the research.

Chapter 4

Research Analysis

In general nearly ten billion pounds are going to be spent in order to host the Olympic and Paralympic Games in London in the year 2012. There are huge expectations that the London 2012 Olympics and Paralympic games are going to benefit their country in the economical standards as well as helping London to become one of the important tourism city in the world.

4.1 The importance of the public support to the Games

The individuals will play the major role within the success of the project or the business. Without the participation of the individuals there is no possibility to continue any aspect. The emotions and the opinions of the public in UK are the most important aspects which will give more benefits to the retailers in that country because most of the profits are based on the local people or visitors than that of the foreign visitors. The local customers are aware of the total information that will spend more money in watching the Sports events such as Olympic Games. The local people are showing more interest in buying the products related to the games such as the flags, t-shirts, the hats, drinks, food etc. For this reason most of the retailers within UK are trying to offer different types of products related to the games in order to sale their products and get profits. In order to promote their brand image the retailers should give more importance to the home customers than to the foreign customers. Because of the individual demand and the public support London has got a chance of hosting the Olympic and Paralympic Games. Most of the youngsters as well as the mid age individuals has provided their support and raised their voice that the Olympic games should be held in their country. The retailers should concentrate more on these individuals who are more interested in games so that they can easily sale their products.

4.2 The economic impact of previous Olympic Games

The earlier history already proved that the organizers of the Olympic Games are not benefited all the time. The increase within the demand of games is always leading to the growth and development in the economy by hosting the Olympic Games.

• Los Angles 1984- $2.3bn
• Seoul Olympics 1988 $1.6bn
• Barcelona1992 $30m
• Atlanta 1996 $5.1bn
• Sydney 2000 $4.7bn
• Athens  2004 $13.05bn
• Beijing 2008 $9.23 bn

4.3 The economic benefit to the UK

The UK is expected to obtain the biggest economic impact of the London 2012. During the Olympics time the total profit is expected to be nearly £3,610m. Among all the other industries the construction industry is going to be more beneficial which is expected to receive nearly £500m. The broader UK is expected to receive nearly £1,067m. The London city is expected to receive £925m. The donation which is received from the Olympic Games is expected to be nearly £1,613m to the London and £622m to all the other places in UK. In general the London is going to be benefited nearly with the three quarters of the entire economic impact of the Olympic Games the quarter value id of nearly £2bn which will benefit the other locations in UK. The approximate gain for each and every individual in London is £787 and in the other locations the gain for each individual is £36.

4.4 The economic benefits to retail sectors

The retail sector of the UK is going to be the other beneficiary when compared with the other sectors. Within the retail sector the hospitality industries such as hotels and restaurants are going to be more benefited than the others in the retail sector. The hotels and restaurants are expected to gain nearly £371m among this half of the profit goes to London and the other half is for the other locations within UK. In addition the restaurants are expected to receive 72% among the specified profits because most of the visitors or customers are going to spend nearly £232m in bars.

Along with the hospitality industries the other sectors such as the financial sectors, the transport as well as the tourism markets are even expected to gain more and more extensive benefits and profits which will improve their economical standards. All these activities have gained more importance because of the visitor interest in watching the Olympic Games lively [6].

4.5 Benefits to the retailers

4.5.1 Official sponsors

The official sponsors are the important beneficiaries of the London 2012 Olympic Games. The retail sector will include the official sponsors such as the British Airways, the McDonald’s, Coca Cola, the Samsung, the Panasonic, the Visa, Adidas, the Lloyds TSB, the BP, Thomas Cook and the Holiday INN as well as the Cadbury etc. These are the most important official sponsor companies who invested multi million pounds within the Olympic Games marketing and even they are expected to get more benefits than that of the spent money. Some of the other retailers could even be benefited with the rapid potential increase within the interest of the groups which are starting from the active and reactive situation related to the uncertainty of the customers. A research which is conducted by the Winter Olympics in Calgary 1998 concluded that the official sponsors are not the actual sponsors to the games. Because of the availability of the more number of products it is creating the confusion to the customers that which product is worthy and which product can be used. Along with the marketing and advertising the products the companies should even try to create the special type of awareness to the customers on their products which will help them in understanding the product exactly and if the customers are out of confusion then they will be able to but the products so that it will give benefits to the sponsored companies [6].

4.5.2 The Non-sponsors

The Promotion restrictions

All the retailers within the country are not considered to be the sponsors of the games. Most of the non sponsors are having many restrictions in marketing their products in the Olympic Games. The non-sponsors should not make use of the Logos or texts related to the Olympic Games if they use them they will be penalized legally. The official names, the phrases, the logos and the designs as well as the trade marks which are related to the Olympics are been secured with different types of laws. The Olympic trade marks will include the derivatives, the symbols like the Olympic rings along the logo of 2012 as well as the mottos that belong to the IOC and the IPC.

In addition the London Olympic Games and Paralympic Games Act 2006 is going to protect the establishment of the uncertified correlation among the individuals as well as the goods and services. The utilization of the Olympic symbol within the news letters of the companies or organizations and the customer statements is even illegal and if any one makes use of these symbols they will legally penalized and punished. These particular restrictions have reduced the capability of the retailers in order to make the profits from the Olympic Games. These restrictions will include some of the phrases like the  Olympic discounts, supporting the London games, celebrating London in 2012, backing the 2012 games, win tickets to Olympic Games, the summer 2012, going for the gold in 2012 are strictly restricted and if any retailer uses the content from the above texts will be typically punished. Along with these phrases the expressions, the words or the images related to the Olympic Games is even restricted. The best example for this is the image which contains the runner with the torch in his hand with the text lightning flame of the Olympic Games [6].

4.6 The additional footfall

Even though there are many restrictions in branding the products but the retailers are even capable of getting more benefits from the London 2012 Olympics. According to the research agency of the Oxford economics there are nearly 908,000 visitors who are coming for the purpose of watching the Olympic Games in London in the year 2012. The expected visitors from domestic location are nearly Five hundred and eighty-six thousand, whereas the expected visitors from the overseas countries are 322,000. This estimation is just within the period of ongoing game period. Along with all these additional individuals the Londoners are requested and supported to participate in the outdoor events such as the free concerts as well as the screening stations.

The other beneficiaries from the London 2012 Olympic Games are the travel terminals such as the Gatwick, the Heathrow as well as St Pancras because the initial step for the entry into the UK is the transportation. The retailers who are in and around the Olympic Park will even be benefited. Nearly two hundred and forty thousand people are expected to travel from the Stratford station per each hour. In the Stratford the Westfield is trying to open the new shopping centre in order to correlate with the inauguration of the London 2012 with the capacity of nearly three hundred stores in it [6].

4.7 The increased visibility of the British brands

In general approximately 5 billion of people are expected to watch the Olympic Games in London2012 all over the world.  According to Nielsen survey, 4.7 billion people have watched the Beijing Olympics; 3.9 billion people have watched the Athens Olympics as well as 3.6 billion people have watched Sydney Olympics. These levels of international coverage have happened to be the important advantage to the British retail brands in abroad countries. If each and every aspect in the Olympics goes right then the Britain will happened to be the major location within the world. If the British retailers follow particular strategies in marketing and selling their products then they can make use of this Olympic Games in order to get more and more benefits within the specific businesses [6].

4.8 The financial gain

The London 2012 Olympic Games is one of the huge opportunity and chance to the UK retail brands particularly to the retailers in London. The millions of visitors are expected to visit London for watching the games and nearly millions of the visitors are even expected to visit London before and after the games. Generally five billion of people are expected to watch the Olympic Game in London 2012 which is going to improve the economy of the country with nearly billions of pounds in the form of benefits and profits. There is a huge support from the public to the London Olympics 2012, but the restrictions are reducing the profits to the non-sponsor retailers, directly or indirectly the entire retailers of the UK are going to be benefited with more profits within the time of Olympic Games [6].

4.9 The golden opportunity for the London

Hosting the Olympic Games as well as the Paralympic Games in the year 2012 is one of the biggest opportunity to London which is going to make the positive changes within the massive scale. Hosting the games will not only add the sporting tradition to the country but it will even develop the communities and will play the major role in boosting the economy of the country which will even leads to the celebrations within the diversity of the capital. This is one of the huge and chance to the London to specify its particulars along with its specialities to the world which will generate more number of the profits for each and every individual residing in that particular location [6].

4.10 The boost for sport

The London 2012 Games are fastening the process of supply of the world class sports infrastructure for the United Kingdom and especially London. For instance after the completion of the Olympic Games the stadiums which are constructed for the purpose of the athletics, the aquatics centre, the velodrome, the hockey centre, the canoe slalom will be available to the home athletes in order to make use of them for their training purposes.  The UK games are happened to produce the extraordinary levels of the interest starting from the business as well as the local authorities which are capable of turning the future channels for the purpose of the funding to the sport events at all particular levels. By learning from the previous experience of the Olympic Games hosted countries there is a possibility to develop the funding to the best and selected athletes within the specific year. Hosting the different types of the teams before the start of the games will even work as the method of improving as well as renovating the current facilities related to the sports in UK [6].

4.11 The boost for the business, jobs and skills

Each and every sector within the economy will be benefited with the hosting of the London 2012 Olympic Games. In general several numbers of the small and large sixed companies are requested to support the games in the sense of constructing the stadium, the manufacturing, the cooking facilities, goods and product services, the hospitality services which will create the value to the procurement opportunities. From the Sydney Olympics status it is expected to be nearly 55000 of the individuals will be employed with the works.

The tourism industry of the London is going to get more and more benefits not only at the time of hosting the games but in and after the game period. The 2012 London games is even going to offer the new learning aspects for the purpose of the Londoners in improving and developing their skills in each and every aspect. There is a necessity of nearly 70,000 of volunteers in order to support and run the Olympic Games 2012 in London. Because of this reason there is a necessity of recruitment of the huge volunteers in order to provide the support to the sport.

The Olympic Host nation is appreciative with the IOC towards the different types of the stages of large scale test event like the world championships in advance of the games. Additionally the international sports federations are devoted to maintain the world as well as the European Championships and some of the other significant events on the host country of the Olympics which will even allow their athlete to become accustomed with that particular country. All these types of event will deliver more and more million pounds which is similar to the host country especially to the host city of that particular country [6].

4.12 The creative capital

The creative industries are considered to be the fastest growing sectors within London which is responsible for the new jobs in that capital. The cultural program of the Olympics is considered as the significant aspect among the entire Olympic Games. These games will motivate and support the athletes from different types of countries which will specify their skills and talents to the world.

The UK-wide Olympic Torch Relay in the year 2012 is permanent for few months which will include each and every important city as well as the town within UK. There is a necessity of the stage managers, the technicians of lights, the producers as well as the artists to provide their support in conducting the event in a successful way [6].

4.13 Boosting the health and sporting success

The hosting the world’s famous sporting events such as the Olympics will increase the excitement and stimulation of interest which will even support the government enterprises to support with the participation within the sports as well as the different types of the physical activities at certain levels.

Hosting such valuable games will even develop and improve the performance of the local athletes and will create a special feeling to them that their hosting country should stand by in the top place and should even give tough competition to the other countries. For instance consider the below examples:

• Korea have won 12 gold medals in Seoul in the year 1988 when compared with the LA it won 6 gold medals in the year 1984
• Spain have won 13 gold medals in Barcelona in the year 1992, when compared with the Seoul in the year 1988
• Australia have won the 16 gold medals in Sydney in the year 2000 when compared with 9 medals won by Atlanta in the year 1996 [6]

The detailed information on the other important aspects of the Olympic Games London 2012 will be explained in detail in the further chapters.  

4.14 On tourism 2012 games impact in London

World focused its total concentration on London. From the firework of final last explosion in Beijing in closing ceremony of pyrotechnic Olympic Games and the Olympic torch last splutter which is going out in china, attention of global switched to next games host city. London is that city which becomes 2012 Olympiad host.

Presently London city is undergoing in preparation massive generation for being the summer Olympics host city. London as the England capital gets ready to turn out to be the sporting achievement capital and athletic ability in the 2012 summer in London the interest is already increasing among visitors of foreign. The area of Olympic Games is a tourist event and a massive sporting promising large amount of visitors who come to the city and it ensures those new visitors who come to city will be attracted and this is also considered as business all over city and boosting tourism.

Successful bid effects of London are immediately felt, tourists are streaming and showing interest to see city which become next host and in survey which is conducted recently by VisitBritain, in three people, one people who have interest to visit London city and main reason beyond this visit is Olympic games. Good news for the tourist industry of London indeed. Continuity is presented in this good news, reports are representing that for games visitors are wanted to spent twice likely as long as other tourists in the country developing the business potential for the tourist industry of British.

Growth of global tourism outperform is expected by the UK and its growth range is 50% both in and before four years with extra visitors of potential 6.6 million after the games in eight years duration from 2007-2012. Inevitably host city is London which will be a point of focal for these tourists. At the same time as survey propose that visitors of foreign will boost with both china and Russia supposed to be at those countries forefront whose tourists will have interest on visiting London exclusively for the games, athletics British team recent good performance at the Beijing games in the medal tables is expected to offer a huge point in domestic visitors on the capital eager British public descending with the medal hungry to London to know triumphs of British in person. Visitor’s effect is increasingly observed as people transfer into the city.

Places are needed by people to sleep and time is needed to spend when not only Olympic oriented. Apart from event of Olympic the huge numbers of London attractions are anticipated to gain advantages both around and during the games. With system of transportation being updated to give guarantee London is more even smaller and accessible in terms of travelling tourists will locate it easier to cross the packing of city in as much experience of London as possible. At the same time in terms of medal losers and winners have to wait for two years which has to decide and clear now even that from the Olympic Games the biggest winner being hosted is London itself by London.

4.15 Relationship between tourism and sports:

In the 2004 year, tourism economic importance is discussed in report of which is given according to views of World Travel and Tourism Council. Tourism is specified as largest employer and largest industry of world with 5,490.4 billion of US in output which is gross and 8.1% or 214.7 million jobs of whole employment.

Now countries boast for developing various strategies considerable potential to attract tourists. Visitor basic facilities are specified below.

• Adequate infrastructure of transport like airports, roads, public transport etc
• Historical and/ or culture wealth store to visitors to appeal for example         rustic villages, beautiful landscapes, artistic and architectural movements etc..
• Various and appropriate accommodations, commercial and hospitality supply.

Today new tourism factor is added such as congresses, exhibitions, cultural and sporting events and those are gaining an international arena.

Tourism industry is described by medlik as establishments and organizations giving facilities, attractions and services for tourists. Some companies are presented in tourism industry category if those companies’ revenues and activities are depended upon tourists. Companies gain most advantages  from tourism by using their core tourism relationship which have relationship with business.

 

4.16 Sport tourism definition:

In activity of sports, all forms of passive and active involvement, participated in an organized or in casually way for business/commercial and noncommercial reasons, which require travel way to locality of work from home.

Tourism is influenced by sports in many ways. In vacations of activity, more and more number of persons is showing interest from which markets of niche have come up for tourism operators and suppliers. For this, good example is camps of horse riding, parachuting, rafting, hang-gliding, etc… with practicing a sport exclusive intention or indeed, trip which is typical can be arranged by initiating something new.

There is also considered as sports tourist another class who is sometimes spectator of active and passive. Such as, operators and visitors organized trips and tickets to supply for the “connoisseur observers” for the world cup of 1998 in France. Therefore, the sport spreading leads to sport-related tourism complementary expansion. And the great deal has been donated by the Olympics to the sport dispersion with its competitions of regional athletics and Committees of 199 National Olympic around the world having spiraled up over and done with the world as well as games of Paralympics.

Figure 2: through sport Tourism as it Flows

4.17  Sport and tourism, a two-way relationship

De knop and Standeven as authors also specify that the relationship of the sport-tourism works in two ways. Good example for this is ski holidays. In sport, presented interest improve in spite of having no facilities of nature in local region of the practioner. As a result, elsewhere is developed by industry of ski for the enthusiasts of incoming to cater.

In relationship of the sport-tourism, the Olympics are considered as interesting rate. From the relationship the tourism side if examined, contribution of Olympics is given a permanent value in the community of local to sport. But according to views of De Knop and Standeven these facilities may be for community use over-sophisticated. In below mentioned figure, this two way relationship is described.

Figure: interrelationship existed between tourism and sports

Above figure is also named as 'Sport Tourism' basic model.

4.18  Olympic Sport as a Mega-Event

Major events are organized for examples consider the Olympic Games; provide advantages to nation of host such as improved morale of nation and prestige.

On local communities the Olympics have some impact. It is named that spectator sports or localized participative can give contribution to tourism that is from home to play away local teams travelling, and in turn that tourism can guide to development of local sports. When the sport is considered as mega event, the media added impact means that the activity/sport is communicated to audience which is much wider. Therefore relationship presented between sports and tourism is differentiated from mega event of sports and that is represented in below figure.

Figure: Tourism and Sports Mega-Events interrelationship

4.19  Relationship between tourism and the games

Existed relationship between the tourism and the Olympics is obvious. In Sydney the diverse preparation for the games of 2010 not only cater for athletes of 11,116, but also from Olympic spectators, potential tourism is also taken into consideration, families of athletes and media personnel of 15,000 is estimated. Directly and indirectly tourism gain benefits from The Olympics through employment and economic spin-offs. And when organizing host city is left by Olympics, facilities of the Olympic-standard sports will be at the many sports enthusiasts disposal. Indeed, sophistication will be allowed by the facilities, but Sydney city have over 4 million people population and have good industry of tourism which is well established. Waste levied and over the sophistication criticism at prior mega events can not prepared by Sydney. The “Sydney Organizing Committee of the Olympic Games (SOCOG)” has great length to organize facilities recyclable and sustainable in another or one form hence title is given as “green games”.

4.20 The historical review of the games and Olympic Games

At 1894 Paris Congress, 23 of June, by Baron Pierre de Coubertin, IOC means “International Olympic Committee” was located. Dimitris Vikelas was its first president. Base of the IOC is moved by it to Lausanne which is in Switzerland in year of 1915. Main responsibility of it is to supervise the winter and summer Olympic Games organization. It is defined by De Coubertin as the foundation laying of idea of Olympic.

IOC is considered as non government and nonprofit organization that the Olympic events overseeing the smooth running, protects and owns the rights to all symbols of Olympic, mottos, flags, games and anthems as the umbrella term part the ‘Olympic Movement'.

4.21 Games Short Historical Overview

Modern and ancient Olympic Games are separated by almost three millennia. However, the two Olympics are separated by despite the time, the same peace spirit and unity has successes. Modern Olympic Games founder is Barron Pierre de Coubertin figured it best.

The Olympic Games irreplaceable value has in that peculiar celebrations are performed by them during which all region people, all nations, all tribes and all ranks with the others can be unified and all through which is having some relationship with them the community deep sense above border and differ every kind. It is advantageous and necessary to view and the Olympic Games cultivation as whole manking great celebration, because mankind is promoted in this way by it.

4.21.1 The Ancient Games

English word origins interestingly for sport shoot from desport which is ‘old' French word, from the desporter which is verb and meant do battle or to embattle. The possible connection which ironic and presented between this idea and word of the Ancient Olympic Games being primary and it is considered as an occasion from the battles and wars to promote truce that infected ancient Greece at time which should not be ignored. In 12 th century again this word appeared in French dictionary named the Eneas. Word despoter is used by this text to characterize amusement all genre for the time agreeably passing. Same word is referred as “amusement” by Rabelais, again centuries later.

Eventually, English imported the word as disport using soldiers who are returning from battle in the 15th century on the continent. Inevitably the ‘di’ was removed and in English currently the sport means, according to the Europe council.

All physical activity forms, which through organized and casual participation, goal at improving mental and fitness of physic well forming, being relationship of social or gaining results at all levels in competition.

The word sports clearly have significantly evolved in meaning given that it was introduced initially into six centuries ago in England. But, on pottery evidence, sculptures and frescoes indicate the presence and thus sport practice as far back as years which are presented between 3,000 to 1,500 B.C. Activity of sporting has been documented the Iliade in text of the Greek. Achilles in this text manages an event incorporating activities of athletics to commemorate his companion Patrocle death. Between 884 BC and 393 AD games which belongs to ancient tradition were conducted and regularly from 776 BC every four years until around 393 AD. The Olympic Games were condemned by the Holy Roman Empire Theodosus, then Emporer as unchristian; believing them to be religious festival honoring part the pagan God Zeus and unholy ceremonies of other. Eventually he banned the Olympics, which makes mark an era end. The games which are ancient were conducted at the site of ancient Olympia, which is placed in the Greek island north-western part, the Peloponnese.

4.21.2 The Modern Games

In 1896 in Greece from very humble beginnings, games of the modern Olympics have gone to a mega event of sport second in the new millennium to none. However, games rise was not clear sailing. Baron Pierre de Coubertin French aristocrat, together with Georges Averoff the Greek, founded the movement of the new Olympics. Initially, in financing these faced some difficulties, in 1896, the first game which is modern, but eventually support was found in industrialists of two prominent Greek. Two world wars were survived by these games, in Munich (1972) terrorist attacks, in Mexico City (1968) riots, in Russia (1980) boycotts, logistical and quarantine problems presented in Australia, in Atlanta (1996) communication problems and pipebomb attack, after the Montreal Games near financial collapse and many but smaller tribulations and challenges. Since 1996 Atlanta, it was specified as first time then all of the committees of National Organization attended together the games.

Continuity is presented in modern Olympic games on the biggest show to put with Sidney on earth from 2000 culminating a wonderful century successes that the trails of outweigh. In 2004, Athens has gain negative image because of existed delay in infrastructure construction; however “unbelievable dream games” were presented after all games.

In 2008, next Olympic Games were planned in Beijing, and for 2012 the candidates are London, Paris, New York, Madrid, Moscou. But conclusion can’t be taken in Flanders preparation to gain opportunities to manage the Olympic Games in year 2016.

Chapter 5

Conclusion, Future work and Limitations

5.1 Conclusion

This research will provide information on the 2012 London Olympics. This study even includes the information on branding, image as well as the marketing strategies 2012 London Olympics. It even provides the information on the importance of games to the UK tourism. It gives information on the LOCOG- London Organizing Committee of the Olympic Games and Paralympic Games plans and strategies. The London Olympics Committee has invested more on Olympic Games are even expecting additional benefits than the invested amount. It is even providing the information on the previous achievements as well as failures of past host countries of Olympic Games in order to make the London as greatest city in the world.

This study clearly specifies the overview of the tourism industry and the current tourism industry of London. This study has provided the different types of the aspects related to the tourism industry and the different types of the industries involved in it such as the hotels, restaurants, the airlines, different types of tourist operators. It even provided the information regarding the detailed overview of the Olympic games and it even specified and compared the previous Olympic Games economical standards. This study provided the information on the different types of the benefits and profits to the retails who are offering the products related to the Olympic Games.

In the Olympic Games the media plays a vital role because the people who are not visiting London to watch Olympics will watch it through the different types of the media sources. The main aim of this research is to know whether the London city is going to be one of the best tourist spot among the world and how the London tourism industry is going to be benefited by hosting the London Games. This study concludes that by taking the different reasons into consideration the London city will definitely be benefited by hosting the Olympic Games in different ways. Th major and significant benefit is that the financial standard will be improved for London in the next five years. The retailers and the different types of the dealers will be benefited with more number of profits and even the media will be benefited because it is the major source to watch the Olympic Games and finally the different types of the industries related to the tourism and hospitality industry will be benefited more.  Finally the conclusion form the above research is that the mistakes and disadvantages of the previous Olympic Games hosted by other countries may help London to become the greatest city in the world as well as it may give beneficial growth to the London Tourism.

5.2 Future Work

After completing this research the views and ideas provided is that if the Olympics Committee learns the mistakes from the previous Olympic host countries and rectifies them then the London can be successful in hosting the honour games such as Olympics. The London Olympics should attract more number of people so that the individuals should show more interest even to visit the London city before and after Olympic Games which will improve and develop the London tourism industry.

5.3 Limitations

By making use of the quantitative and the qualitative research method this research work is been fulfilled and this research has provided the detailed information on the London 2012 Olympic Games and Paralympic Games. The information which is provided in this research has covered all the important aspects related to the London 2012 Olympic Games and I think this research doesn’t provide the total available information on the Olympic Games and if i get any chance in future i will try to conduct a research on Olympic Games and will try to gather and analyze more information which is not completed now.

Chapter 6

References

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Questionnaire to London Olympic Committee and the retailers in and around to Olympic stadiums in London

1. How the arrangements for the London 2012 Olympic and Paralympic Games are going on?

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2. How you felt when the London is announced as the host city for the London 2012 Olympic Games and for what reasons the London is selected as the host city in order to host such a valuable and honour games?

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3. What type of facilities are you providing for the tourists who are coming from overseas countries?

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4. What type of arrangements is the tourism industry is making and what type of benefits and packages it is offering to the tourist customers?

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5. For what reasons the London Olympic Games are considered as important for UK Tourism?

------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------6. What kind of expectations do you have on London 2012 Olympic Games and do you think the Olympic Games will benefit London tourism industry?

------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------7. What types of changes are you making which are different from the previous Olympic Games and what type of new ways are you following to attract the tourists for Olympic Games?

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8.  What you have learned from the previous Olympic Hosted countries and if there are any mistakes and problems in the previous Olympic Games then what measures you are following to rectify them?

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9. How much of investment does the London Olympic Games Committee is investing on London Olympic Games and what type of benefits you are expecting before and after Olympic Games in London?

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10. What is the current economical standard of London tourism industry and how it is going to be benefited before and after Olympic Games?

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11. Is Olympic Games important only to the London tourism industry or else to the entire United Kingdom?

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12. What is the relationship between the Olympic Games and the tourism industry?

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13. What type of benefits and profits does the retailers are expecting from the Olympic Games?

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14. What types of products the retailers are offering to the tourist customers which are related to the Olympic Games?

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15. How the London tourism industry along with the hospitality industries like the hotels and restaurants, the airlines, transportation industries are been benefited by Olympic Games?

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