Sport tourism: Small-scale sport event tourism: The changing dynamics of the New Zealand Masters Games

This chapter introduces readers to the niche market of sport tourism and outlines the growing interest in sport tourism by government, industry and academics. The chapter considers specialist niche markets under the broad umbrella of sport tourism and notes that literature and research has concentrated largely on large-scale sporting events. However, it argues that small-scale sporting events can be a useful tool to help towns and cities attract visitors and create economic development in times of urban restructuring. The second part of the chapter examines the role and dynamics of a small-scale sporting event (the New Zealand Masters Games) in what could be termed a peripheral city (Dunedin). It discusses results from several years of event evaluation and research and considers the strategic development and changing direction of the event, which may be of use to other destinations using small-scale sporting events as development and marketing tools