تاثیر پیروزی در جام جهانی 2010 بر ارزش بازار گردشگری: پرونده اسپانیایی

The objective of this article is to analyze the effect of winning the FIFA World Cup on the tourism market value, justified by the increase in brand knowledge experienced by the winning team's country. Filling this gap in research, the empirical analysis conducted on the victory of the Spanish National soccer team in the 2010 FIFA World Cup finds a significant increase in the Spanish tourism industry's market value, and shows that the results of individual World Cup matches also have an influence on tourism firm value: winning enhances and losing diminishes firm value, with both symmetric and asymmetric patterns. Important managerial implications are drawn and discussed.

In the days around the 2010 World Cup final, the conclusions by Kuper and Szymanski [45] about the winning country experiencing a 0.7% increase in its GDP spread like wildfire, generating debate as to how real this statement is and how cautiously one has to look at it [25], [26] and [67]. Certainly, winning the World Cup is not going to bring about any long-term improvement in productivity capacity, for example, nevertheless, if we consider immaterial, intangible consequences derived from this victory, the concepts of image and branding immediately show up, which are critical core concepts for destination marketing [2]. Therefore, the objective of this article is to analyze the potential existence of an effect of winning the World Cup on the tourism market value, justified by the increase in brand knowledge for the winning team's country.

FIFA World Cups are hyped events of world importance that are expected to have a positive impact on the knowledge of the host destination brand and, in this regard, the literature has focused on analyzing different issues around the country hosting the event, in an attempt to observe whether the event has been good or not—and by how much—for the destination. Based on this event, this article looks at the World Cup winner and the consequences on its country's tourism industry. On account of the repercussions of winning this tournament, the link between the World Cup winning team and its country is strong, and the awareness of the brand “Spain” after the 2010 World Cup is enhanced. It implies that the brand will be evoked more easily and more frequently, increasing its recognition and recall.