The Negative Impact Of Tourism On The Gold Coast

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The Commonwealth Games will attract approximately 672 000 visitors over the two-week period (Queensland Government, 2018) which will see a major tourism opportunity for the city. This is one of the most prominent opportunities for the Gold Coast to create a legacy lasting well after the Games have ended and present the location in a positive manner to the rest of the world. A strong brand identity is crucial for the host city to develop a solid legacy. Chalip (2005) states a strong brand identity adds value to its products and services, cultivates customer loyalty and market share in the tourism industry. The Gold Coast is widely known as a fun, family oriented, coastal city, with plenty of adventures to be had, and this legacy has been established for years. …show more content…

Festival 2018 is a great example of what tourism on the Gold Coast looks like, a two week cultural and arts celebration during the Games period for all ages, keeping the locals and visitors entertained on the beach when they aren’t watching the events, and the permanent Evandale cultural precinct, which will be a lasting legacy for future cultural events. Despite this positive tourism opportunity for visitors, it must be considered that this event legacy can leave a negative impression on the local people (Griffith University, 2018). Potential issues include focussing too heavily on the commercial success of the event and neglecting local business and resident needs or ignoring sustainability in their activities that affects the quality of life for local people (Fredline, 2005). Luckily, sustainability is a very important feature to GOLDOC, the organisation leading the Commonwealth Games, and have promised to deliver international standards of best practice to leave a ‘community legacy that lasts beyond the Closing Ceremony’ (GOLDOC,

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