This research and analysis explores the social and cultural impact of the London Olympic Games 2012. It discusses the development of new jobs, distinct values, emergence of new partnerships, media coverage, and the impact on tourism and hospitality. The study provides valuable insights for students and researchers in the field.
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TOURISM AND HOSPITALITY RESEARCH AND ANALYSIS1 TOURISM AND HOSPITALITY RESEARCH AND ANALYSIS By (name) Name of the course Tutor’s name Name of the university or college Name of the country and city where its located Date
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TOURISM AND HOSPITALITY RESEARCH AND ANALYSIS2 Table of content Table of content..........................................................................................................................................2 Executive summary.....................................................................................................................................3 The social-culture of London Olympic games 2012.....................................................................................4 Introduction.............................................................................................................................................4 The background information...................................................................................................................4 The cultural legacy...................................................................................................................................6 The development of new jobs.............................................................................................................8 The distinct values...............................................................................................................................8 Emergence of the new partnership.....................................................................................................8 The media coverage............................................................................................................................9 The culture of tourism.........................................................................................................................9 The social legacy of mega London Olympic games 2012.......................................................................11 The Westfield.....................................................................................................................................14 The Hughes property development around the Stratford Olympics city...........................................17 The housing schemes.........................................................................................................................18 Conclusion.............................................................................................................................................19 References.................................................................................................................................................20 Appendix...................................................................................................................................................24
TOURISM AND HOSPITALITY RESEARCH AND ANALYSIS3 Executive summary The mega Olympic London 2012 played a key part in raising the profile of an international and local venues of United Kingdom. The previous research has shown that the 2012 Olympics held in London attracted about 126,000 visitors from the overseas and 1.6 million visitors from the host country.From the 1896 when the Olympics games were established, they have emerged to be a global phenomenon that represents a good culture of the international and local community values over a longer period of time. Initially, the Olympic mega event was held with a key objective of inspiring the youths through the pedagogic potential of Olympic games and as a show of country’s patriotism and pride. In those days, the cultural perspective of mega Olympic games evolved as symbolic historical occasion thus increasing the cultural values through construction of the event as a global brand.
TOURISM AND HOSPITALITY RESEARCH AND ANALYSIS4 The social-culture of London Olympic games 2012 Introduction The idea of Olympic legacy is becoming completely established as the key to the movement of Olympic which began in 2000. It’s becoming a contested social, economic, cultural and political issue. This is because the Olympic games are regarded as the global most important events which have recorded a significant impact in both rural and urban development. London Olympic games conducted in 2012 have a big part to play in enhancing the appearance of physical and landscapes within the city.Therefore, hosting the mega Olympic games event ensures the refurbishment of development of new and existing infrastructures like the housing, parks, transport and recreation centers. The other area that is highly impacted through the Olympic mega event is Tourism sector. Tourism strategy established in the year 2012 was meant to maximize the possible benefits associated with the Olympic games. Thus, the United Kingdom tourism sector made all the efforts to ensure an important legacy for the future years was achieved.Many management researchers focus on the financial benefits of Olympic games although a number of researchers have mentioned cultural and social impacts of Olympic games events. Therefore, the main objective of this piece is to look at the social-culture legacy that was impacted by the mega Olympic games event in 2012. The background information Olympic games are considered as the international most important occasion and have recorded a significant impact in urban development. They also play a key part in enhancing the appearance of physical and landscapes within the city (Choi & Heo, 2013).Hosting the Olympic games event ensures the refurbishment of new and existing infrastructures like the housing, parks, transport and recreation centers. All these facilities end up becoming the legacies for the
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TOURISM AND HOSPITALITY RESEARCH AND ANALYSIS5 communities when games are over. Olympic games event is as well seen as large cultural occasions with dramatic aspects, appealing to people and have a high global significance. This is because they offer big opportunities in establishing respect and understanding various cultures, values and tradition diversities. With no doubts, the event plays a key role in improving the profile of nations hosting the event and making the communities of the host cities feel good (Luo & Xue, 2013). The Olympic stadium undergoing through major constructions to make it more Better for the Mega Olympic games. Source: Google images In the year 2004 the IOC (International Olympic Committee) nominated London as one of the cities that will be hosting the event in 2012 (Girginov, Masumoto & Homma, 2015). The strategic and vision for London’s selection was guided by the various multi-agency groups constituted by culture department, sports, media, the office of the government in London, Transport department, and BOA (British Olympic Association). The transport group tabled a
TOURISM AND HOSPITALITY RESEARCH AND ANALYSIS6 powerful issue associated with regeneration of socio-economic that was highly deprived in the city of London. The bid of London to host the Olympic games event went through in the year 2005 July which led to development and publication of strategic policies. “The tourism strategy for 2012 and beyond” was published in 2007 (Meng & Li, 2011).The strategy outlined a clear plan that ensured a sustainable development to help the local communities through a number of cultural events which were in line with 2012 Olympic games. The main objective of the tourism strategy for 2012 and beyond was to maximize the possible Olympic games benefits to the United Kingdom tourism sector and ensure an important legacy for the future years was achieved.Many management researchers focus on the financial benefits of Olympic games although a number of research has mentioned cultural and social impacts of Olympic games events. In particular studies have on the economic growth impact, revenues, expenditure, profits and regeneration of business activities. According to (De Burgh, Rong & Siming, 2012)the significantcontributionsduringOlympicsgamesisalongterminregionalandurban development thus calling for more attention. The main objective of this report is to analyze the contribution of the London Olympics 2012 on cultural and social impact on the city and to whole community of London. The information gathered concerning this event will be very useful guiding the London community on the importance of embracing such idea. Results of this research will as well be critical to the organizing committees and other key stakeholders and could have positive impact to their relevant policies and strategies. The cultural legacy Since the establishment of Olympics games in 1896, they have emerged to be a global phenomenon that represents the cultural values of the international community over of the time
TOURISM AND HOSPITALITY RESEARCH AND ANALYSIS7 (Atkinson, Mourato, Szymanski, & Ozdemiroglu, 2008). Initially, the event was held with a key objective of inspiring the youths via pedagogic potential of games and a national pride. In such case, the cultural perspective of mega Olympic games evolved as symbolic historical occasion thus increasing the cultural values through construction of the event as a global brand. The cultural influence seen during the Olympic games is vital in integrating the culture to the communities of the host nation. According to (Prayag et 2013) cultural impact can be described as the consequences and effects of an occasion on possession and acquiring the knowledge that enrich the minds of individuals. Such culture contributes greatly in improving the inter-cultural sharing of information, sense of belonging, eliminating or reducing the level of illiteracy for the local societies. Secondly, the mega events like Olympic games leads to the loss of distinction and particularities aspects of tourist destinations. The cultural events during the Olympic games occasion influences the international interests and plays great role in impacting the image of the host city (Girginov & Hills, 2008). Its also gives a way in promoting the accessibility and integration of various of cultural categories. Therefore, the Olympic games elevated London on an international stage and all global media got an opportunity of transmitting the Olympic games images worldwide. That means the individuals who plan for the games provides a special opportunity in spreading various practices associated with sports to the other regions of the world. The games organization team represent a unique privilege to promote the Olympic games values and civic education to the host community of London along with other principles like solidarity, participation, fair-play, tolerance and respect. When compared to the past hosts of mega Olympic games, London was already set as creative and cultural world leader. London did not prepare for Olympic games culture just like other nations. Hence this highly contributed to the cultural impact on cultural programming in London.
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TOURISM AND HOSPITALITY RESEARCH AND ANALYSIS8 This impact was seen in the scale and diversity, creation New cultural jobs, distinct cultural values, development of new partnership and the range of media to cover the culture events and culture of tourism (Ritchie, B.W., Shipway, R. and Cleeve, B., 2009). The image of the London city Source: Google images The development of new jobs During the London 2012 Olympic games, many projects claimed that their new jobs were as result of Olympic events. Most of these jobs were particularly on cultural practices like arts, film work, costumes and graphic murals. The culture projects supported by the London Olympic are expected to continue beyond the year 2012. For example, touring and festival cultural events. The distinct values During the Olympic events, a number of distinct cultural values emerged. For example, freedom for the people of London city to take part in festivals like young individuals and children taking part in producing artistic work, the disabled and deaf individuals were given opportunities to take part in tourism events (Clark et al 2017).
TOURISM AND HOSPITALITY RESEARCH AND ANALYSIS9 Emergence of the new partnership The event encouraged the new partnership to get into creative industry which was which never attempted in the past. The statistics taken during the London 2012 Olympic event showed that there were 19% new cultural projects and out of the total new projects, 14% were as a result of new partnership. On the other hand, individual partners came in supporting the development of creative company. The media coverage Despite the slow process of acquiring the coverage opportunity in the previous years, the 2012 mega London Olympics was well accepted by the London media. The negative United Kingdom critics were less during this event while the development of regional stories had a higher percentage of positivity regarding the quality of the event. International and national media had a good opportunity of covering the cultural event and the London 2012 festival most of BBC broad casting hours. By the end of Olympic occasion, a number of London festival events were highlighted as among the best across the forms of art. The culture of tourism The mega Olympic London 2012 played a key part in raising the profile of various venues and places to international and United Kingdom visitors.It was estimated that the 2012 Olympics held in London attracted about 126,000 visitors from the overseas and 1.6 million visitors from the host country(Appendix 3).During the event period, the visits to the game show linked to the Olympic games was significantly higher when compared to normal days visits.There was a significance evidence of a sustainable development of tourism, venues and cultural festivals which attracted various kind of visitors (Pappalepore & Duignan, 2016). The destinations like National Portrait Gallery and British museum to boost their cultural profile during the London
TOURISM AND HOSPITALITY RESEARCH AND ANALYSIS10 2012 Olympic games. The United Kingdom the general rating of their national brands hiked which reflected a critical rise during the ratings of sporting, tourism and beauty excellence in the country (Roche, M., 2017). The tremendous impact witnessed after the Olympic games event therefore was able to meet the “Tourism strategy for the 2012 and beyond.” This was a result of successful organization programming of the above major cultural events along with the sporting activities (Taylor & Stansfeld, 2017). The strategy was accomplished with respect to evidence of Sydney 2000 Olympic event which attracted about 30% more visitors to take part in cultural events (Roberts et al 2018). It has as well been claimed that there is a big potential of generating more from tourism if the host country is able to provide sponsorships and grants to local tourists during such event. Although it’s very crucial to involve the local people other than the international tourist in giving opportunities of celebrating the local culture and in empowering communities. That means the public opinions should be given the first priority when strategizing the culture events aimed to benefit the local society during the mega Olympic games. The film encounters of Somali and Sudan refugees concerning their cultures as the result of 2012 London Olympic games
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TOURISM AND HOSPITALITY RESEARCH AND ANALYSIS11 Source: Google images The social legacy of mega London Olympic games 2012 With respect to the communities in Europe, the social impact is described as the consequences or effects of certain occasion of the lives of human beings, interaction and behaviors (Preuss., 2015). The interactions incorporate the sharing of knowledge of international language, the improvementofhealthdestinations,raisingthelifeexpectancyofthecommunitiesand establishing the new sport facilities (Appendix 1). The research conducted in the previous years has shown that the Olympic games have long-term impact to the hosting cities and helps to cultivate a sense of belonging to certain community(Zhou et al 2018). According to the positive social impact like the excitement feelings, sense of belonging to a community, interactions between the local people and the guests, national pride facilitate the viability of a given location to develop into tourism destination. Thus, leading to increase of physical income (Fussey, Coaffee & Hobbs, 2016).
TOURISM AND HOSPITALITY RESEARCH AND ANALYSIS12 The contribution of 2012 Olympic games in Inspiring the young individuals Source: Google images The event was held at the lea valley part of London where it was expected to improve the economic level of the area. This because this is one of the areas believed to be very poor and more disadvantaged area thus the Olympic games event was able to offer employment, skill training and education opportunities. Following the 2012 Olympic games event, the government of United Kingdom invested a high percentage of their budget in training the youths and established about 6000 community-based sport clubs (Pappous &Hayday, 2016). The education department also allocated certain percentage of their budget in encouraging the efforts of educators in organizing sports competitions a head of mega Olympics. The planning committees of the 2012 London conducted an education programs entitled “Get set” which was operated for four years in all parts of the United Kingdom schools and to about 6.5 million youths to assist them understanding more about the 2012 London mega Olympics (Kenyon & Bodet, 2018). The initiative was embraced by many schools where about 85% of the learning institutions in UK signed in for the sports programs. Hence, the London 2012 Olympic games were able to inspire more than 2000 projects which were designed with a main objective of educating the youths on fitness, sports, arts, Olympic and health values (Giulianotti et al 2015).
TOURISM AND HOSPITALITY RESEARCH AND ANALYSIS13 The Olympic park Source: Google images Therefore,suchkindofactivitiesplayabigroleinempoweringlowsocio-economic communities with an anticipation of impacting the social integration and enabling cooperation among societies through developing the social amenities (Horne, 2017). The main objective of developing the social amenities is to increase the wellbeing and inputting the sense of belong to different societies with the city of London. Although in many cases, preparing for the Olympic games is done with few consultation and limited examining of the social consequences (Dawson, 2017). The research conducted in the past suggested that inter-urban competition would produce waste of investments instead on ameliorating the urban issues (Mhanna, Blake & Jones, 2017). Thus, there is a big need of comprehending the social influence that could be accrued from the mega London Olympics 2012. When one is able to understand the implications then proper management, planning and ensure support from various stakeholders. The view of some permanent venues like aquatic Centre, velodrome Source: Google images
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TOURISM AND HOSPITALITY RESEARCH AND ANALYSIS14 The mega Olympic games in London had a high potential of offering significant impacts. However, the event had as well a number of negative impact. Many negative social implications a cumulative and ranging from the time and space. With regards to Olympic games event, had long period of time, therefore, the dimensions and nature was anticipated to change. Following were the negative impacts of associated with 2012 mega Olympics games (Appendix 2). The Westfield The regeneration of Strafford was clearly seen as the result of Olympic 2012 games. In the past few years, Olympics games have caused the sprout of the ground within a race to the top. New structures started cropping up like ready-made for residential accommodations, a large number of luxurious hotels, office towers, the glittering Westfield Centre which is among the largest European shopping Centre. The Centre was established as a master plan known as Stratford city. The main objective of Strafford city was to make Stratford a metropolitan and a vibrant Centre for London. Source: Google images
TOURISM AND HOSPITALITY RESEARCH AND ANALYSIS15 The front view of Stratford Shopping Centre Source: google images The interior of east London's Westfield Stratford City. Source: Culture trip website The opening ceremony of 2012 London Olympic games. The Olympic Park
TOURISM AND HOSPITALITY RESEARCH AND ANALYSIS16 Source: Google Images Source: Google images TheAlberto Signorelli of the family-run Signorelli Bakery in Stratford The Graffiti of Fish Ireland warehouse
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TOURISM AND HOSPITALITY RESEARCH AND ANALYSIS17 Source: Google Images The Olympics also left the legacy of arts. The Hughes property development around the Stratford Olympics city The 2012 London Olympics games led to increase of properties around the Stratford city although their prices hiked during the games. Source: Google image This two-floor maisonette in Greenwich which is going for £550,000
TOURISM AND HOSPITALITY RESEARCH AND ANALYSIS18 The housing schemes Newham was very keen in rebalancing house tenure with the Stratford city which was initially dominated by the house for social rents. During the year 2005 and 2008, the growth and development increased tremendously. This was a result of Olympics games which created confidence within the region and seven housing schemes were achieved which led to a contribution of 1,902 additional properties. Photograph: Antonio Zazueta Olmos/ Antonio Olmo Thedramaticdeparturefrompreviouscommitmentstomixedcommunitiesandon-site affordable housing. Photograph: Alamy The East Village, the former London Olympic Athletes’ Village. It was converted with 49% affordable housing, but targets for the Olympic Park have been reduced to 31%.
TOURISM AND HOSPITALITY RESEARCH AND ANALYSIS19 The increase of residential market prices The price of houses in the whole of Olympic region hiked significantly at the beginning of 2012 London Olympic games bid idea. For example, the Leytonstone went up by 23% when compared to 15% in the year 2007 (Brown et al 2017).The Newham had remained to be one of the cheapest area to buy the houses. However, when the Olympic games event approached there was sharp increase of rental costs across the region (Appendix 2). Conclusion When compared to the past hosts of mega Olympic games, London was already set as creative and cultural world leader. London did not prepare for Olympic games culture just like any other nations. Hence this highly contributed to the cultural and social impact on their issue of programming. Due to their proper preparation a number of social-cultural legacy was accrued. Hence, this particular report has the full details of both the impacted social and cultural legacies during the 2012 London Olympic games.
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TOURISM AND HOSPITALITY RESEARCH AND ANALYSIS20 References Atkinson, G., Mourato, S., Szymanski, S. and Ozdemiroglu, E., 2008. Are We Willing to Pay Enough toBack the Bid'?: Valuing the Intangible Impacts of London's Bid to Host the 2012 Summer Olympic Games.Urban studies,45(2), pp.419-444. Brown, G., Essex, S., Assaker, G. and Smith, A., 2017. Event satisfaction and behavioural intentions: examining the impact of the London 2012 Olympic Games on participation in sport. European Sport Management Quarterly,17(3), pp.331-348. Choi, C.R. and Heo, C.M., 2013. Economic changes resulting from Seoul 1988: Implications for London 2012 and future games.The International Journal of the History of Sport,30(15), pp.1854-1866. Clark, C., Smuk, M., Cummins, S., Eldridge, S., Fahy, A., Lewis, D., Moore, D.G., Smith, N., Taylor, S.J. and Stansfeld, S.A., 2017. [Accepted Manuscript] An Olympic Legacy? Does the urban regeneration associated with the London 2012 Olympic Games impact on adolescent mental health?.American journal of epidemiology. Dawson, J.O., 2017.The impacts of mega events: a case study of visitor profiles, practices and perceptionsintheQueenElizabethOlympicPark,EastLondon(Doctoraldissertation, Loughborough University). De Burgh, H., Rong, Z. and Siming, C., 2012. Chinese television ‘internationalization’and the search for creativity.Creative Industries Journal,4(2), pp.137-154. Fussey, P., Coaffee, J. and Hobbs, D., 2016.Securing and sustaining the Olympic City: reconfiguring London for 2012 and beyond. Routledge
TOURISM AND HOSPITALITY RESEARCH AND ANALYSIS21 Girginov, V. and Hills, L., 2008. A sustainable sports legacy: Creating a link between the London Olympics and sports participation.The international journal of the history of sport, 25(14), pp.2091-2116. Girginov, V., Masumoto, N. and Homma, K., 2015. Leveraging the 2012 London Olympics for building research capacities in the UK higher education sector: Lessons for the 2020 Tokyo Games. Report.Unpublished paper. Giulianotti, R., Armstrong, G., Hales, G. and Hobbs, D., 2015. Sport mega-events and public opposition: A sociological study of the London 2012 Olympics.Journal of Sport and Social Issues,39(2), pp.99-119. Horne, J., 2017. Sports mega-events.Sport, Media and Mega-Events, p.19. Kenyon, J.A. and Bodet, G., 2018. Exploring the domestic relationship between mega-events and destination image: The image impact of hosting the 2012 Olympic Games for the city of London. Sport Management Review,21(3), pp.232-249. Luo, Q. and Xue, W., 2013. Constructive or Confrontational? Chinese Media Reporting on London 2012.The International Journal of the History of Sport,30(15), pp.1709-1722. Meng, F. and Li, X., 2011. 8 The 2008 Beijing Olympic Games and China’s national identity. Tourism and national identity: An international perspective, p.93. Mhanna, R., Blake, A. and Jones, I., 2017. Challenges facing immediate tourism leveraging: evidence from the London 2012 Olympic Games.Managing Sport and Leisure,22(2), pp.147- 165.
TOURISM AND HOSPITALITY RESEARCH AND ANALYSIS22 Pappalepore,I.andDuignan,M.B.,2016.TheLondon2012culturalprogramme:A consideration of Olympic impacts and legacies for small creative organisations in east London. Tourism Management,54, pp.344-355. Pappous, A. and Hayday, E.J., 2016. A case study investigating the impact of the London 2012 Olympic and Paralympic Games on participation in two non-traditional English sports, Judo and Fencing.Leisure studies,35(5), pp.668-684. Prayag, G., Hosany, S., Nunkoo, R. and Alders, T., 2013. London residents' support for the 2012 Olympic Games: The mediating effect of overall attitude.Tourism Management,36, pp.629-640. Preuss, H., 2015. A framework for identifying the legacies of a mega sport event.Leisure studies,34(6), pp.643-664. Ritchie, B.W., Shipway, R. and Cleeve, B., 2009. Resident perceptions of mega-sporting events: A non-host city perspective of the 2012 London Olympic Games.Journal of Sport & Tourism, 14(2-3), pp.143-167. Roberts, M., Osborn, G., Eldridge, A., Robinson, J. and Flacks, S., 2018. Aspects Of London’s Evening And Night Time Economy: A Report for the Mayor of London/GLA. Roche, M., 2017. Mega-events, glocalisation and urban legacy: London as an event city and the 2012 Olympics. InMega-events and social change. Manchester University Press. Weed, M., Coren, E., Fiore, J., Wellard, I., Mansfield, L., Chatziefstathiou, D. and Dowse, S., 2012. Developing a physical activity legacy from the London 2012 Olympic and Paralympic Games: a policy-led systematic review.Perspectives in public health,132(2), pp.75-80.
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TOURISM AND HOSPITALITY RESEARCH AND ANALYSIS23 Zhou, X., Hristova, D., Noulas, A. and Mascolo, C., 2018. Evaluating the impact of the 2012 Olympic Games policy on the regeneration of East London using spatio-temporal big data.arXiv preprint arXiv:1807.01925.
TOURISM AND HOSPITALITY RESEARCH AND ANALYSIS24 Appendix Appendix 1 Source. The Annals of Tourism research website Appendix 2 The social impact of hosting the mega London Olympics in 2012 Source: Google images
TOURISM AND HOSPITALITY RESEARCH AND ANALYSIS25 Appendix 3 The cultural engagements during the 2012 Olympic games in London Source: The ICC/DHA Project Survey website