The 2010 Ryder Cup, images of Wales and tourism development

Abstract

This research explored the image of Wales as a nation and a potential tourism destination in relation to the 2010 Ryder Cup. Despite being promoted and positioned as the third biggest sporting event in the world remarkably little academic research has focused on the Ryder Cup. As part of some ongoing research into this mega-event the study focuses upon the images of Wales and attempts to tease out the dominant narratives shaping tourism development in the country. By undertaking a survey of students at a large state university in the USA, we wanted to explore perceived images of this small nation. Results are positioned against readings of the official documentation of key stakeholders involved in the 2010 Ryder Cup, in an attempt to further explore and unpack some of the meanings surrounding image within policy narratives. This case shows that there are many challenges facing those developing tourism in Wales and that the nation struggles to promote itself as a distinct and identifiable entity. The research considers the impact of the Ryder Cup on Wales and points to some of the issues shaping tourism policy in the country.