Preparation for an International Sport Event: The Promotional Strategies of 2009 Kaohsiung World Games‪.‬

Introduction The International World Games Association (IWGA), which currently includes 33 international sports federations, has been holding its competitions every four years since 1981 (24). The World Games is considered one of the largest sport competitions, other than the Olympic Games (7). The City of Kaohsiung was fortunate to be awarded the opportunity to host the World Games after a competitive bidding process (11,25). The 2009 World Games were held in the largest port city of Taiwan, Kaohsiung, from July 16 to July 26, 2009. Past literature has shown that hosting a gigantic international sport competition has provided a golden opportunity for the hosting country to demonstrate power and wealth, to boost economics and tourism, to increase publicity and media exposure, and to improve the hosting cities' infrastructure (10,12-14,33). In addition, an enormous amount of national pride is often associated with the host countries when they host mega-events such as the Olympic Games or Federation Internationale de Football Association (FIFA) World Cup (1,14,29,39). For the aforementioned reasons, the administrators and citizens of Kaohsiung City sincerely hoped that the city could realize economic benefits from the 2009 World Games.