Third Time Lucky? Bid Legacy of PyeongChang for Winter Olympic Games

By Hyunsun Yoon.

Published by The Sport Collection

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Article: Print $US10.00
Article: Electronic $US5.00

PyeongChang made strong bids for 2010 and 2014 Winter Games and came in second in both races. As a runner-up to 2010 Vancouver and Sochi by seven votes, PyeongChang is hoping for a ‘third time lucky’. This paper examines the bid legacy of PyeongChang, both soft and hard gains, and evaluates the prospects of the third bid. By employing a qualitative, interpretative research method of in-depth interviews with Koreans from the grassroots level, journalists to local government officials, the paper aims to describe the experiences and lessons in relation to the past two attempts and discuss the bid legacy in terms of cultural, environmental, economic and political impacts. Before the IOC’s decision in 2011, the paper demonstrates PyeongChang has a very soliod Olympic bid for 2018.

Keywords: Winter Olympic Games, PyeongChang, Bid Legacy, Olympic Bids and Politics, Environment and Olympics

The International Journal of Sport and Society, Volume 1, Issue 2, pp.145-156. Article: Print (Spiral Bound). Article: Electronic (PDF File; 648.012KB).

Dr. Hyunsun Yoon

Lecturer, School of Humanities and Social Sciences, University of East London, London, UK

Dr. Hyunsun Yoon teaches in Advertising programme at University of East London. WIth a background in Journalism (MA, Cardiff) and Advertising (Ph.D. Cardiff), she has published in the field of adverting in theory and practice, representation in advertising, and Olympic legacy studies. Her research interests are critical theories in advertising studies, cross-cultural advertising, ageing and representation, and Olympic legacy studies.