The London 2012 ambassadors and sustainable tourism legacy / Geoff Nichols, Rita Ralston, Kirsten Holmes

Nichols, Geoff | Ralston, Rita | Holmes, Kirsten

This paper examines the capacity of the London (2012) Olympic Ambassador volunteer programs to create a sustainable tourism legacy. It contributes to the literature on event legacies, particularly the role of volunteers promoting tourism in their home destination.

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