Case Study Analysis of 2018 Winter Olympics Held at Pyeongchang

CASE STUDY ANALYSIS OF 2018 WINTER OLYMPICS HELD AT PYEONGCHANG
No. of Words: 1229
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Introduction
The 2018 Winter Olympics was an international multi-sport event held between 9 and 25
February in Pyeongchang country, Gangwon Province of South Korea
(Emery, 2011). The game featured 102 events with over 15 disciplines in seven sports. The
current case analysis of the sports event is undertaken to apply the Event Life Cycle concept and
to explore the core management principles of creating, designing, planning, and sustainability of
the game.
Analysis of Event Life Cycle Stages
The study of the 2018 Winter Olympics will be conducted using the event life cycle stages.
According to Getz (2008), as events of such mega size are known to be an essential motivator of
tourism, it is critical that the development and marketing of such destinations are carried out. The
planned events as this one have extreme importance on increasing the competitiveness of the
destination of South Korea, which had been since prolonged time averted by tourists (Getz,
2012, pp 171-187). The event life cycle stages will comprise the following segments as given
below;
o Formation stage of the Pyeongchang’s Winter Olympics:
The Idea behind bidding for Winter Olympics in South Korea came from varied stakeholder
groups, politician, business people as well as from sports federations (Shank and Lyberger,
2014). Pyeongchang had bid to host Winter Olympics in 2010 and 2014, but it lost out in final
rounds. Pyeongchang was finally elected to host Winter Olympics at the 123rd IOC Session in
Durban in 2011, by earning 48 votes, becoming the third Asian city to host Winter Games. The
idea was developed by politicians and business people to attract tourists in South Korea
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(Theodoraki, 2010). The business leaders and politicians had aimed to draw the world's attention
towards its country and create a separate image from North Korea in the mind of people.
The essential Feasibility depends upon the destination master plan, event portfolio, event image
goals, budgeting, and financial risks, city's infrastructure, venues, accommodation, transport, and
event strategy. South Korea has developed its infrastructure and place along with transportation
and housing such that the city can comfortably host the Olympic Winter games (Hayes and
Karamichas, 2011). A hosting of Olympics is a high investment venture, the entire feasibility of
this Olympic Games was dependent upon the creation of basic infrastructures for hosting of
varied game events. South Korea expertly handled the incident and hosted the mega event at its
newly designed Olympic stadium facility, hosting the games at various locations (Baumann and
Matheson, 2013).
o Growth stage of the Pyeongchang’s Winter Olympics:
Bidding campaign was launched by the International Olympic Committee (IOC) on August 5,
2011. The Committee announced forming of the Pyeongchang 2018 coordination Commission,
for organizing the Olympics. The Committee was responsible for designing of a master plan and
designing of the venues (Cho, Min, and Kim, 2018, pp 267-287). The Coordination Commission
visited Pyeongchang in March of 2012, post which the construction of the Olympic village began
at a high pace.
The Commission designed venue master plan and post-event management plan at the Olympic
Village. The organizing Committee recruited university students in South Korea for spreading
awareness regarding the Games using social media and news articles. The outdoor snow events
held at Pyeongchang, and the super G-events held in the neighboring country of Jeongseon, and
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