The Role Of Hosting Sporting Events In Enhancing

Abstract

This research examines the role of sporting events in supporting and enhancing the image of a tourist destination, particularly in domestic tourism. The study focuses on highlighting how these events, with their public and organizational nature, can contribute to improving visitors' and citizens' perceptions of a destination's image. The research is based on the premise that sporting events are not limited to their entertainment or competitive nature, but rather represent a strategic opportunity to highlight local identity, stimulate tourism, and increase interest in domestic destinations. These events also provide renewed opportunities for cultural communication, social interaction, and multi-level benefits, making them an influential tool within domestic tourism development policies.