HAT301: Case Study Analysis of 2018 Pyeongchang Winter Olympics

This case study analyzes the 2018 Pyeongchang Winter Olympics, exploring the event's feasibility, growth, and planning stages. It details the bidding campaign, Olympic Committee formation, and venue planning, including the use of both Pyeongchang and Gangneung districts. The assignment covers event branding, the application of the Event Life Cycle model, and recommendations for future development, emphasizing sustainable marketing, destination fixation, and post-event venue management. It also discusses strategies for tourism development and includes references to relevant academic sources. The analysis highlights the event's successes and offers insights into long-term destination positioning and the importance of stakeholder involvement for future events. This case study underscores the importance of strategic planning and sustainable practices in event management within the tourism and hospitality industry.

Running Head: ATTRACTION AND EVENT MANAGEMENT
Name of the Student
Name of the University
Author Note

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Table of Contents
Introduction................................................................................................................................2
Feasibility...................................................................................................................................2
Growth........................................................................................................................................2
Bidding Campaign.................................................................................................................2
Olympic Committee Formation.............................................................................................2
Venue Planning......................................................................................................................3
Event Planning.......................................................................................................................3
Branding the Event.................................................................................................................3
Recommendations for Development in the future.....................................................................4
Destination fixation in the Long Run.....................................................................................4
Post event management of the Venue....................................................................................4
Development for Tourism......................................................................................................5
References..................................................................................................................................6

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Introduction
The winter Olympics of 2018 also known as 23rd winter Olympic winter games was
held in Pyeongchang. The international, multi-sport event was held between 9th February and
25th February specifically in the district of Gangwon district of Pyeongchang in South Korea
(Foster-Carter, 2018).
Feasibility
South Korea has a sound history of hosting national and international events in sports,
film and other fields. The international event in sports was the Summer Olympics in the year
1988 (Yoon 2017). South Korea also possesses the capital, people, infrastructure and
resources for hosting such an important and large scale event and has proved that it can
deliver and execute such an event with great success.
Growth
Bidding Campaign
The bidding for the Winter Olympics,2018 was held at the 123rd Session of the
International Olympic Committee at Durban. South Korea won the bidding round with a fair
majority of 63 votes of the participating countries (Lee 2016)
Olympic Committee Formation
There were multiple Presidents after the formation of the Organizing Committee. The
first president of the Organizing Committee was Mr. Kim Jin Sun, who was the ex-governor
of the Gangwon Province. Cho Yang Ho who was the chairperson of the Hanjin Group held
the second elected presidential position. Mr. Lee Hee Beom, followed him as the third
presidential candidate who was the former minister of Trade and Industry. Kim Joo Ho was

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the executive vice president of the Games Planning and Communications and Kim Jae Youl
was the executive chairperson of International Relations (Ahn, 2018).
Venue Planning
In the Pyeongchang, district of South Korea most of the outdoor events took place
including snow events such as Ice Hockey, Figure Skating, Alpine skiing, Biathlon,
Bobsleigh, Curling Figure skating, Freestyle skiing and cross-country skiing. On the other
hand, Gangneung district was prepared for conducting the indoor games. The transportation
service connectivity was facilitated by superfast railway services connecting Seoul and
Pyeonchang.
Event Planning
The opening ceremony was held in Pyeongchang District. Total number of events in
the Olympic was 102 units. This was a record-breaking event as it was the 1st country in Asia
to host 6 new types of event. Moreover, this was the first time in the history of Winter
Olympics to conduct more than 100 types of games.
Branding the Event
South Korea has a unique culture, which it uses to brand various products and
services. The Winter Olympics event also was no exception. The logo of the event was
Hangul. Hangul is a Korean alphabet, which is linked to a traditional Korean Philosophy,
which links heaven, earth and the harmony among humans. The rationale behind selecting
this particular thing was to justify the theme of the event, which is to spread harmony across
the world (Kim, Kang and Kim 2014).

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Recommendations for Development in the future
Destination fixation in the Long Run
There are certain parameters, which are essential in order to position the long-term
destinations. If the parameters are met with accuracy then the events will meet the expected
standards. The parameters such as transportation and connectivity, games and event
infrastructure, lodging and hospitality infrastructure and miscellaneous infrastructure for
hosting an international event such as Olympics (Frawley and Adair 2013). The destinations
of the Olympic games are decided beforehand to avoid grievances and the above stated
parameters are the necessities which must be followed for the selection of countries for such
a big event.
The Summer Olympics will be held in Tokyo, Japan where the stadium which held
the 1964 Olympic will be used again. In the year 2022, Beijing, China will host the Winter
Olympics. In the year 2024, Summer Olympics will be held in Paris and the 2026 winter
Olympics will be held in Milan, France.
Post event management of the Venue
Throughout the history it has been observed that the venues where the Olympic
Events have been conducted, after the games finish the stadiums and venues involved are
abandoned and not renovated which resulted in producing ample amounts of Wastage which
could have been reused for optimum utilization of both manual resources and capital
resources (International Olympic Committee, 2019). One country stands out and have set an
example to the whole world is China who has systematically reused the Venue and converted
the stadium into a facility to conduct national water sports event such as the Beijing Water
Cube, which has later won a huge number of engineering and Architectural awards. Another
example is Russia, which had later successfully converted the Olympic Stadium into Concert

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Halls at the Luzhniki Stadium. Other ideas such as the conversion of the venues into mass
attraction sites like Museums, natural Parks and corporate buildings. If these ideas are
properly implemented then the government will earn huge amounts of revenue in the future
and will maintain the ecological balance as there is a drastic improvement in waste
management.
Development for Tourism
The primary stage to develop the tourism sector of the concerned nation is to conduct
an extensive research and finding out equitable opportunities to attract investments. The first
step is to conduct extensive surveys of several markets and analyze the segmentation process.
The venue concerned are the venues of the Winter Olympics, 2018 and the above stated
requirements must match the prerequisites to be equitable for the attraction of proposed
customers. The minimum capability of the selected venues should be optimum and must be
enough to accommodate the tourists, near attraction sites, provide services and amenities to
the people coming for tourism purpose. If these requirements are met it will qualify as a
product with prospect and development opportunity. Stakeholders are needed to be given
importance as they contribute in the process of growth and development. Therefore, an
effective plan is needed which will lay out short and long terms alike. Collective efforts of
the stakeholders will make the project of winter Olympics of 2018 successful. This would not
only create opportunities for the development of destination infrastructure but also provide
quality experiences to the people involved in the concerning activities (Emerald.com, 2019).
Therefore, the placed Pyeongchang needs to be promoted by developing effective strategies
and on various social media platforms.

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References
Ahn, Y.J., 2018. Recruitment of volunteers connected with sports mega-events: A case study
of the PyeongChang 2018 Olympic and Paralympic Winter Games. Journal of destination
marketing & management, 8, pp.194-203.
Darcy, S. and Taylor, T., 2013. Managing olympic venues. In Managing the Olympics (pp.
99-126). Palgrave Macmillan, London.
Emerald.com (2019). Economic & Tourism Aspects of the Olympic Games | Emerald Insight.
[online] Emerald.com. Available at:
https://www.emerald.com/insight/content/doi/10.1108/eb058458/full/html [Accessed 12 Sep.
2019].
Foster-Carter, A., 2018. Inter-Korean Summit: Third Time Lucky?. Comparative
Connections: A Triannual E-Journal on East Asian Bilateral Relations, 20(1).
Frawley, S. and Adair, D. eds., 2013. Managing the Olympics. Springer.
Gold, J.R. and Gold, M.M. eds., 2016. Olympic cities: City agendas, planning, and the
world’s games, 1896–2020. Routledge.
International Olympic Committee (2019). One year on, legacy vision for PyeongChang 2018
venues is taking shape - Olympic News. [online] International Olympic Committee. Available
at: https://www.olympic.org/news/one-year-on-legacy-vision-for-pyeongchang-2018-venues-
is-taking-shape [Accessed 12 Sep. 2019].

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Kim, J., Kang, J.H. and Kim, Y.K., 2014. Impact of Mega Sport Events on Destination Image
and Country Image. Sport Marketing Quarterly, 23(3).
Lee, J.W., 2016. A game for the global north: the 2018 Winter Olympic Games in
Pyeongchang and South Korean cultural politics. The international journal of the history of
sport, 33(12), pp.1411-1426.
Yoon, H., 2017. The legacy of the 1988 Seoul Olympic games. In Olympic Cities: 2012 and
the Remaking of London (pp. 105-114). Routledge.