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Applying The Model of Event Portfolio Tourism Leverage: A Study of The Volvo Ocean Race in Cardiff, UK

journal contribution
posted on 2023-09-21, 10:42 authored by Dewi Jaimangal-Jones, Nick CliftonNick Clifton, Claire Haven-TangClaire Haven-Tang, Surraya Rowe

This study contributes to the extant literature on the leveraging of event portfolios, by applying the Model of Event Portfolio Tourism Leverage (Ziakas, 2023) to a case study of the Volvo Ocean Race in Cardiff, United Kingdom. Through an examination of the various components of the model, the research demonstrates the value of the strategies and tactics it proposes, including the amplification of visitor numbers, diversification of tourism offerings, extension of the tourism season, fostering of event tourism networks, consolidation of destination assets, and bolstering of destination authenticity. Empirical data collected from three separate surveys, strategy documents and feedback from stakeholders are analysed to support this argument. The study also acknowledges some challenges to strategic portfolio management, particularly due to the fragmented nature of events suppliers in destinations and the difficulty in assessing the impact of leveraging actions, in the absence of benchmark data related to event visitors.



Cognizant Communication Corporation


  • AM (Accepted Manuscript)


Jaimangal-Jones, D., Clifton, N., Haven-Tang, C., & Rowe, S. (2023)' Applying The Model of Event Portfolio Tourism Leverage: A Study of The Volvo Ocean Race in Cardiff, UK', Event Management. doi: 10.3727/152599523X16847420514818

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Cardiff Met Affiliation

  • Cardiff School of Management

Cardiff Met Authors

Dewi Jaimangal-Jones Nick Clifton Claire Haven-Tang Surraya Rowe

Cardiff Met Research Centre/Group

  • WCTR (Welsh Centre for Tourism Research)
  • Welsh Centre for Business and Management Research

Copyright Holder

  • © The Publisher


  • en