Kennelly, Millicent; Toohey, Kristine - In: Sport Management Review 17 (2014) 4, pp. 407-418
This qualitative case study provides a sport-oriented perspective of sport tourism. It examines a strategic alliance between an Australian national sport organisation (NSO), the Australian Rugby Union (ARU), and a sport tour operator (STO), FanFirm. The study contributes insights into how NSOs...