VIRTUAL REALITY AS A TOOL FOR THE OLYMPIC MOVEMENT – AN ANALYSIS OF MARKETING OPPORTUNITIES, CHALLENGES AND ADDITIONAL BENEFITS

Abstract

This study is carried out to examine and present the potential of Virtual reality as a tool for the Olympic movement and there especially for Olympic marketing, within its stakeholder network. The study is based on a mixed method approach. 58 people participated in a questionnaire developed for this thesis, containing quantitative, as well as qualitative questions. An expert interview was held, with the director of media of the Olympic Broadcasting Service. The findings were separated into topics and then analyzed with descriptive statistics, Pearson correlation and content analysis. Results showed that Virtual Reality can influence the Olympic movement, if approached in a holistic concept, in a positive way. It is recommended that the IOC or researchers further develop the holistic concept, with the purpose of minimizing data errors and maximizing the potential and benefits created through the use of Virtual reality.