Sports Tourism and Mega Events: Belfast SWOT Analysis

Introduction

Hosting a mega sporting event in Belfast, Northern Ireland is something that would have to be carefully considered. It may or may not work, depending on the type of event and other factors. The best way to determine whether an event of this type would succeed in Belfast involves two avenues: a SWOT analysis of the area as it pertains to a sporting event, and a study of volunteerism in the area in order to determine whether it will be difficult to find enough volunteers to contribute to the event. These volunteers do not necessarily have to be fans of the sport in question, but it would be more likely that they would help out if they had some interest in the particular event.

Overall, an analysis of the available help and the opportunities and threats present in Belfast would be a good way to determine whether a mega sporting event would be a good use of money and time, or whether it might cause organizers to lose out. In order to conduct the SWOT analysis, the researcher must examine the Belfast area as it relates to sports tourism. If this is not done correctly, the assessment of whether the area would do well with that type of event could be highly skewed either in favor of or against such an event.

The volunteerism study will be similar, in that some people who would volunteer for general causes may not be willing to volunteer for a sporting event if sports — or that particular kind of event — does not interest them. Keeping that in mind when studying and planning for volunteers is very important, because the number of available volunteers may be strongly affected depending on the reason for which they are asked to volunteer (Adorno, 2000; Xu & Ngai, 2011). If that is the case, the researcher must reduce the pool of volunteers to only those who are interested in sporting events to have an accurate picture.

SWOT Analysis of Belfast as a Host City

Is Belfast a suitable host destination for a mega sporting event? Sporting enthusiasts from all over the world attend these kinds of mega events, so it is very important to determine whether the destination would be suitable for both attendees and the event itself (Gammon & Robinson, 2003; Gibson, 1998; Hall, 1992). To that end, a SWOT analysis — examining strengths, weaknesses, opportunities, and threats — is undertaken here on the basis of whether Belfast is the right type of host destination for a mega event in the sporting world. The goal is not to study the general issues that Belfast faces, but only to examine those that may affect the sporting event and those who attend it.

Any country and city will have strengths and weaknesses when it comes to a mega sporting event. That is especially true if a country has not held such an event before, because adequate planning may be lacking. Sports fans can be particular about what they get for their money, and that is something worth considering when one is attempting to figure out whether a particular area and venue will work (Gammon & Robinson, 2003). Too often, event promoters focus on ticket revenue and fail to realize that is only part of the picture. There are many expenses for which promoters of these kinds of events may not be prepared. Because it is so easy to underestimate the cost of a sporting event, having a thorough analysis can help to avoid potential disasters.

Strengths

Belfast has many strengths when it comes to hosting a mega sporting event. These include:

• Belfast is a large city with a growing population, which means it should have enough people to sustain a big sporting event.
• The area is rich in culture and natural beauty, which will help draw people to it for an event.
• English is the primary language used in Belfast, so language barriers would not present much of a problem.
• There are many places to eat and stay in Belfast, accommodating large numbers of out-of-town guests.
• The city's attractions, shopping, medical facilities, and other services are large enough for a temporary influx of visitors.
• Belfast is accustomed to groups of tourists who come to see the area, and a larger influx could only help local businesses.
• Many people in Belfast enjoy sports and enjoy gathering with others to watch or participate in them.
• The desire to watch sports or be involved with them in some way has been increasing in Belfast in recent years.
• The people of Belfast are friendly, even when it comes to dealing with outsiders visiting for any reason.
• Prices in Belfast are not unrealistic, so people could enjoy their time there affordably.

Weaknesses

Just as there are strengths in Belfast, there are also weaknesses that cannot be ignored when considering the hosting of a sporting event. Some of the main weaknesses include:

• While there are many accommodations and eateries, a large influx of tourists could put a strain on these businesses.
• Some people may have to stay in neighboring areas and would have to travel farther to reach the event.
• Belfast has never held a mega sporting event before, which could mean the area is unprepared for the scale involved.
• Ireland is a long way for many people to travel for any kind of sporting event, no matter how large.
• The weather can be rainy and unpredictable, which is worth considering for any kind of outdoor venue.
• The time of year will matter greatly for an outdoor sporting event, as temperature and other factors must be carefully considered.
• Many people in Belfast may not have enthusiasm for the particular sport being considered for the event.
• Not all residents of Northern Ireland will welcome tourists from all over who temporarily "invade" their city.
• There is potential for price gouging and other problems among hotel owners and shopkeepers.
• Sporting events are massive undertakings, no matter where they are located.

Opportunities

Like all cities, Belfast is full of opportunities. Some of the best opportunities associated with a mega sporting event include:

• Holding a mega sporting event could get more people interested in learning about Belfast in the future.
• Increased awareness of Belfast could boost tourism numbers throughout the year, not just during the event.
• Belfast could demonstrate to the world what it is capable of and what it has to offer to visitors.
• A successful mega sporting event could open the door for more sports events in the future.
• Shopkeepers and other business owners in Belfast would have the opportunity to profit from the influx of people.
• Those who love sports would appreciate seeing a major event in their country and their city.
• Bringing more people to town could lead to the relocation of individuals or companies and greater economic development.
• It may be possible to attract sporting teams interested in making their home in Belfast or elsewhere in Northern Ireland.
• Promoters who perform well at this kind of event will likely be sought for other large events in the future.
• There is much money to be made from merchandise, media, and all that could be sold during and related to the event.

Threats

There are threats to the success of a mega sporting event in Belfast, including but not limited to:

• A lack of people who may be interested in sports generally, or in the particular sport being presented.
• Insufficient disposable income among potential attendees who might otherwise want to come to the event.
• Promoters or others involved in the event not fully understanding what is required to make it successful.
• Belfast may not be the right place for such a large sporting event, based on the city's sporting culture.
• Some people may not want to travel that far to attend a sporting event, or may not be able to afford the trip.
• Crime can always be a problem when large numbers of people congregate in one place.
• Running out of accommodation, food, and supplies could occur if organizers are underprepared.
• Planning such an event without prior experience is very difficult and time consuming.
• Mistakes can easily be made regarding cost, scheduling, and logistics when a promotion company is uncertain about how to create an event of this magnitude.